How Did Three Entrepreneurs from London Execute a $185 Billion Market Invasion With Their Streetwear Brand?

From Local Roots to Global Heights: Trapstar's Inspirational Journey in Streetwear Domination, Fueled by Community Support, Strategic Collaborations, and a Commitment to Authenticity

Despite the ever-shifting landscape of streetwear, Trapstar has still held its grip on the global streetwear marketplace. 

Back in 2008, three young  entrepreneurs from West London, Lee, Mikey, and Will, united and birthed a legendary company, Trapstar, a London-based clothing and lifestyle brand. 

Trapstar's reputation has been built through sheer hard work, perseverance and continued support from the community.  Strategic collaborations with hip hop and rap luminaries such as Iceberg History and J Hus have catapulted the brand into international markets, from continent to continent, everyone has heard about and witnessed the growth of this group. Their ascent to worldwide success within this $185bn industry hit a milestone in 2011 when they inked a deal with Jay-Z's Roc Nation record label.

With Trapstar, it's more than just fashion; it's a seamless fusion of streetwear and strategic marketing. 

In a world bursting with new competition, staying at the forefront of consumers' minds is important. Trapstar recently unleashed their winter collection, with an explosive video titled "Villains," directed by Mikey himself. But what sets Trapstar apart is their penchant for the extraordinary. The video included a Trapstar-branded speedboat and helicopter gliding into the harbour and an army of young people clad in Trapstar's winter jackets. Bandokaay and Len made cameo appearances, with ex-gangster David Courtney lending his unmistakable voice to the narrative.

Creative production studio Donprod, renowned for their work on some of the music industry's most iconic videos, produced and directed  this campaign. This collaboration marked Donprod's debut in the world of video adverts and commercials. Trapstar's decision to team up with Donprod, who have now built a large following and reputation for innovative and cool methods to film content, is yet another arm to Trapstar’s clever brand strategy. 

At its very essence, Trapstar exemplifies the immense importance of strategic branding, a deep connection to the community, and authenticity. With roots firmly embedded in London, Trapstar defines what it means to be made for the culture, by the culture - a beacon for brands seeking to resonate with their audience long term.

In a sea of competitors, it's not just about the clothes; it's about crafting a narrative that speaks to the heart of the community. As Trapstar approaches nearly two decades, Lee, Mikey, and Will continue to prove that in the ever-evolving world of streetwear, genuine passion, community engagement, and a commitment to core values are the cornerstones of enduring success. While emerging brands may strive to leave their mark, Trapstar's legacy remains strong, serving as a testament to the power of brand authenticity and connection.

Check out Trapstar’s new SS23 Winter collection out now!