Hood By Air, Don’t Call It A Comeback.
Hood By Air took the fashion scene by storm in the early 2010s, but after an issue with supply and a hiatus in 2018, it dropped off people’s radar. However, HBA is back, and ready to take the scene by storm once again.
Founded 14 years ago by Shayne Oliver, HBA sparked the rise in the luxury streetwear movement, being worn by everyone from Rihanna to Kanye West and even NFL stars like Victor Cruz.
Although HBA has faded away in the past few years with a hiatus in 2018, its legacy can still be felt in the fashion industry. Now, HBA is back, with Edison Chen; a Hong Kong pop-star turned LA-based streetwear entrepreneur has helped reignite the brand by coming on board as a minority investor. HBA has also reunited with singer-songwriter Ian Isiah and designer Paul Cupo to help bring the brand back into the spotlight.
In an interview with BOF, Chen attributes a lack of volume to HBA’s early failings. He argues that “there was a demographic of people that were wanting to support the brand, but really couldn’t anymore because it was just out of range.” Unable to bridge the gap between streetwear pieces and luxury fashion, HBA struggled to cement itself.
Chen said that they “have learned from their past mistakes”. Rather than focus on quick virality and success, they are taking it “step-by-step” to ensure HBA can become a mainstay in high-fashion streetwear.
This time around, it will focus its core business on an accessibly priced HBA line, while also having a runway collection alongside an archival collection. The future for HBA is a direct-to-consumer distribution which Chen argues will help “control the narrative and we can control the vibe”.
What do you guys make of this? Can Hood By Air compete in 2021?