HOUSE OF HOMIES / Brand Identity, Campaigns, Digital
“Skateboarding is like family,
we like to wear our brand ethos.
So when Homieland’s statement caps and hoodies sell out, it’s not just because fans want our symbol on the clothing it’s because those clothes help them form an identity, a camaraderie with others in the skateboarding family. Beneath the hype and around the block lines for collection drops, the history of our community (and our life style) is humble, local and based on community.
Skateboarding is like family, we like to wear our clothing, but also our brand ethos. So when Homieland’s statement caps and hoodies sell out, it’s not just because fans want our symbol on the clothing it’s because those clothes help them form an identity, a camaraderie with others in the skateboarding family.
A world away from the glam, sun-kissed, easy riders of American skate culture, Homieland is an honest representation of european skate culture—gritty, lo-fi and funny. The story of House of Homies is bigger than just a skate thing too, it’s a cultural touchstone and lifestyle that has ricocheted through worldwide skate community and wants to help wrangle the spotlight and pave the way for the next generation of skateboarding.
It’s limited its stockists to just a few stores like Dover Street Market, Swedish menswear boutique Trés Bien, and Los Angeles shop UNION. The scarcity of the product contributes to its appeal.
A world away from the glam, sun-kissed, easy riders of American skate culture, Homieland’s aesthetic is an honest representation of europeam skate culture—gritty, lo-fi and funny. The story of House of Homies is bigger than just a skate thing too, it’s a cultural touchstone and lifestyle that has ricocheted through worldwide skate community and wants to help wrangle the spotlight and pave the way for the next generation of skateboarding.
As the skate world has came from just skaters to brand builders, the skaters themself became the best testers of their own product line, from skateboards to apparel and accessories.
Homieland’s slow-and-steady growth shows it is in it for the longevity game. We could have easily sold to a lot of larger retailers and boosted their wholesale business, but instead we’re building a vertical business based mostly off of our own store and e-shop. By limiting the access to the product, we’re preserving the rare appeal that makes it so covetable.
Beneath the hype and around the block lines for collection drops, the history of our community (and our brands) is humble, local and based on community.
In building a brand the old-fashioned way—relying on a close network of friends, focusing on consistent design language, high-quality products, and a strong, cohesive narrative, the House of Homs may have finally found its way.
Despite constant comparisons to other new labels, Homieland has built its own compelling universe that draws in people from all cultures and generations.
Beneath the hype and around the block lines for collection drops, the history of our community (and our life style) is humble, local and based on community.