Meet NAMED COLLECTIVE: The London Brand Who's Captured the Attention of Billie Eilish, Miley Cyrus, and Doja Cat

You've probably been hearing quite a bit of chatter lately about NAMED COLLECTIVE, the London-based streetwear label that's now starting to crossover into the United States after experiencing a fast rise over in the UK. Known for their cutting-edge reputation of pushing the boundaries of design, NAMED COLLECTIVE operates on a limited-drop policy, meaning each drop is released in limited runs, which in turn has only served to increase their overall demand as a company. Backed by a cult-like following, NAMED COLLECTIVE has quickly captured the attention of notable celebrities like Billie Eilish, Miley Cyrus, and Doja Cat to name a few, and has managed to carve out a space for itself with its eclectic and unapologetic designs that often come in the form of matching sweatsuits adorned with rhinestone accents, unique graphics, and ribbon detailing.

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Putting quality craftsmanship and innovation at the forefront, every single NAMED COLLECTIVE piece is designed in-house at their East London studio, with the brand also being one that is ethically-made and responsible. The mission at NAMED COLLECTIVE is a simple one—to redefine streetwear for a new generation. We caught up with the brand's founders Georgie and Sam to learn some more about who they are, and where they're going.

ONE37pm: The journey of NAMED COLLECTIVE began with you customizing and selling second-hand items at just 15. Can you share more about the initial inspiration and the moment you realized this could become something more than a side hustle?

Georgie: I know it’s hard to believe, but when I was first getting started, it just felt like no one was creating truly exciting tracksuits. They were, more often than not, simple logo pieces with the same repetitive placement and styles. Don’t get me wrong, I love a classic - but where was the variety for people that wanted something a bit more unique or statement, and still comfortable and wearable on the daily? It felt like there was a real need for something that would make people stand out and feel their best and we just knew this was something we could offer. A repetitive, cyclical environment calls for a disruptor, right? That’s something we thought NAMED could deliver.

ONE37pm: Starting with less than £10, you faced the limitations of time and demand. How did these challenges shape the early days of NAMED COLLECTIVE, and what motivated you to overcome them?

Georgie: Being really honest, after leaving school, my ambitions to make enough money to move out of my Mum's house was definitely a huge part of it. Weirdly, I trusted in my own ability… even though I was totally making it up as I went! Even when Sam joined, we had to do everything ourselves. We had no one else to fall back on and this really helped shape our mentality and determination to ensure we were creating the best possible product and providing the best experience we could to our growing community. We didn’t really give ourselves a choice to fail.

ONE37pm: From customized one-of-a-kind pieces to original designs, NAMED COLLECTIVE underwent a significant transformation. Can you walk us through the decision-making process that led to this evolution?

Georgie: Yeah, I would observe which one-off custom creations would sell out the fastest, and began creating small numbers of original designs using rhinestones and a heat press machine in my room... the demand immediately surpassed any of the original one-of-a-kind customs. It was a lot of sitting back and just listening! We weren’t just creating what we wanted to, and really didn’t want it to be an ‘ego’ project. We were guided by what our supporters loved… and really wanted to create for them - the community making the brand a viable project!

ONE37pm: NAMED COLLECTIVE set itself apart by creating streetwear that wasn't exclusively focused on a male customer. How did you approach inclusivity, and what impact did it have on the brand's identity?

Georgie:  To be honest, I found myself with a wardrobe that was almost entirely ‘designed’ specifically for men. As a general rule, streetwear brands especially seemed so focused on a male audience, and I guess I was the ‘customer’ (a woman) they simply weren’t targeting, and yet I still wanted to wear the product - so the gap felt glaringly obvious! Making pieces that were not labelled or targeted at a specific gender felt very natural. It wasn’t ever a big deal or decision, or even a question. In addition, when you’re starting out with no budget, we were literally just shooting with friends. So naturally, the brand immediately began to display an identity that was true to us and what we knew.

ONE37pm: With a non-existent marketing budget, NAMED COLLECTIVE utilized guerilla-style campaigns. Can you share more about the strategies you employed, like the QR code 'bullseye' mission in Central London or listing items for £0.00?

Sam: For us, it was about connecting with our community IRL and just having fun with them.  Being entirely online, you always want to find exciting ways to connect more deeply with everyone and that’s exactly what we focus on with these sorts of campaigns and moments.

ONE37pm: How did you leverage social media platforms like TikTok to connect with your audience, especially considering the majority Gen Z team?

Georgie: Being a mostly Gen Z team at the time that the Tiktok platform was blowing up meant we didn’t have to really try to ‘get it’, we just did. It came really naturally, but we definitely made a purposeful decision to put loads of energy into creating content and spending time on the platform. That was because the kind of opportunity that TikTok offered for reaching millions of people organically with no budget was unheard of, it gave us a chance at competing with massive brands with billion dollar marketing budgets.

ONE37pm: NAMED COLLECTIVE has grown from a 'bedroom' brand to a collective of almost 20 members. How has the dynamic changed within the team, and what role does each member play in the brand's success?

Sam: Going from G and I doing everything - packing orders, shoots, social media, designing, replying to emails from the community - to now having such great specialists supporting us in these roles, has been a particularly crazy adjustment… and in such a short period of time! We are so proud of the team we get to work with everyday and firmly believe that the best brand in the world cannot exist without the best team in the world.

ONE37pm: What are NAMED COLLECTIVE's ambitions for the future? How do you envision continuing to redefine streetwear for the new generation, and what possibilities are you exploring within the fashion community?

Sam: Simply, we want to continue disrupting the ordinary and push the boundaries of what a tracksuit and a brand can be. We got big plans!

ONE37pm: What legacy do you hope NAMED COLLECTIVE leaves in the world of streetwear, and what impact do you aspire to make within the fashion community?

Sam: We want to facilitate getting comfortable with self-expression and help everyone realise that they have a voice within these fashion spheres. NAMED pieces are unapologetic, you can wear them almost as a declaration of freedom. The pieces, and our supporters, aren't afraid to stand out and make a statement… we want to create more of that feeling!

You can continue to follow NAMED COLLECTIVE via their official website and Instagram.

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