Brandnew/11/27/2017

WeSC: The “Superlative Conspiracy” convinced at ISPO Brandnew and is now an icon

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After receiving an award at ISPO Brandnew 2002, WeSC is becoming an icon with skater clothes and headphones. Every skater knows the brand with the striking logo, which symbolizes two slapping hands. But what’s their latest innovation? We’re celebrating 30 years of ISPO Brandnew, read what’s behind the Scandinavians’ success here.

The Swedish skater label WeSC inspires with revolutionary headphones and clothing.
The Swedish skater label WeSC inspires with revolutionary headphones and clothing.

Skaters are a sworn community. Skaters are unmistakable. Skaters are the ultimate cool. Five young Swedes combine this image in 1999 into the brand WeSC: “We Are the Superlative Conspiracy.” This expresses the feeling of community of the skater scene and its fans. But what’s the latest innovation? And what’s behind the success of WeSC?

“We’re a street fashion brand. We bridge the gap between streetwear, fashion, and skating. We want to be a brand that takes things to the next level,” explains Greger Hagelin, one of the founders of WeSC.

The Scandinavians have been showing this ever since 2002, when they were distinguished as the winners in the “Sportswear” category at ISPO Brandnew. “The combination of functional, high-tech snowboarding clothes and life-affirming, party-streetwear style is unique,” was jury member Reinhard Pascher’s basis for the decision.

A life after skating

Hagelin is sick of the monotony in skater fashion. For him and his co-founders, it’s about life off the halfpipe. Tough women and laid-back men should find clothing for every time of the year and every occasion, including the right accessories.

“Since the early 90s, there’s been a big gap between skateboarding and the art and fashion world,” says Jason Lee. “Do you remember when skater style was super baggy pants and extra-loose T-shirts? WeSC is changing that.”

Lee is one of the so-called WeSC Activists. The American actor and comedian was outfitted by WeSC early on, and is making the label known worldwide. Other famous artists from the music and skating scenes are getting excited about the label and contributing to its rising fame.

The cooperation with the Andy Warhol Foundation made for a stir in 2015, resulting in unmistakable skateboards, accessories, and clothing items. 

ISPO Brandnew before 30th edition - the best pictures

At the ISPO Munich 2018, ISPO Brandnew will be hosting the best startup for the 30th time. We show previous winners.
ISPO Brandnew takes place for the 30th time at the ISPO Munich 2018
Hard work that's fun: the competent jury, here with Head of ISPO Brandnew Markus Hefter, tests the submitted products of the start-ups.
Surfing legend Robby Naish took part in the first edition of ISPO Brandnew in 2000 with Naish Kiteboarding - and became the first overall winner at ISPO Brandnew.
Another winner from the premiere year: Action-Sport watch manufacturer Nixon won the "Accessories" segment.
Sweet Protection's Norwegians started out with ski helmets and won at ISPO Brandnew in 2003. Now they also offer mountain bike collections.
GoPro has long been a big player on the world market for action sports recordings. At ISPO Brandnew 2005, the brand's rise began with the GoPro Hero.
Two snowboard madmen from Garmisch founded Indigo. With their boards they were finalists at ISPO Brandnew 2000 - and gained a partnership with Bogner through the trade fair contacts.
Also winners in 2003 were the Swedes WeSC (We Are the Superlative Conspiracy). Meanwhile the label owns stores in New York, Tokyo, Berlin and other cities.
The Scandinavian snowboard brand Bataleon launched its unique triple base technology in the 2004/2005 season. During the same period, Bataleon was also a finalist at ISPO Brandnew.
Hard to believe, but in this "office" everything started with evoc. The backpack manufacturer won at ISPO Brandnew 2012.
At the ISPO Munich 2018, ISPO Brandnew will be hosting the best startup for the 30th time. We show previous winners.
ISPO Brandnew takes place for the 30th time at the ISPO Munich 2018
Hard work that's fun: the competent jury, here with Head of ISPO Brandnew Markus Hefter, tests the submitted products of the start-ups.
Surfing legend Robby Naish took part in the first edition of ISPO Brandnew in 2000 with Naish Kiteboarding - and became the first overall winner at ISPO Brandnew.
Another winner from the premiere year: Action-Sport watch manufacturer Nixon won the "Accessories" segment.
Sweet Protection's Norwegians started out with ski helmets and won at ISPO Brandnew in 2003. Now they also offer mountain bike collections.
GoPro has long been a big player on the world market for action sports recordings. At ISPO Brandnew 2005, the brand's rise began with the GoPro Hero.
Two snowboard madmen from Garmisch founded Indigo. With their boards they were finalists at ISPO Brandnew 2000 - and gained a partnership with Bogner through the trade fair contacts.
Also winners in 2003 were the Swedes WeSC (We Are the Superlative Conspiracy). Meanwhile the label owns stores in New York, Tokyo, Berlin and other cities.
The Scandinavian snowboard brand Bataleon launched its unique triple base technology in the 2004/2005 season. During the same period, Bataleon was also a finalist at ISPO Brandnew.
Hard to believe, but in this "office" everything started with evoc. The backpack manufacturer won at ISPO Brandnew 2012.

Rapper RZA as brand ambassador

WeSC does away with classic marketing campaigns, instead focusing on the WeSC Activists, who simultaneously bring their ideas to the design process. And so RZA, a world-famous American musician, doesn’t just have a collection named after him, he’s also significantly involved in its production.

“Don’t you remember the old days when you’d lie in the back seat of a car, maybe you were high, and didn’t do anything except stare at the lights from the car radio? Why not do the same with headphones?” wonders RZA. The result is removable earpieces and integrated LED lights - simple for style.

Headphones become iconic

Precisely this innovative, laid-back style is making for the ultimate success. With conspicuous headphones, the Swedes are setting a new trend that’s replacing the now conventional in-ear buds. If you’re not wearing WeSC headphones at the end of the 2000s, you’re uncool. But it’s not just the look – linear, colorful, casual, urban – that’s convincing; it’s also the full sound that makes the difference.

As was already the case at ISPO Brandnew, all WeSC products are convincing with their perfect combination of function and style, as well as their high quality. And there’s no end to the innovations, either. In the coming summer of 2018, the cult label is focusing on a gender-neutral collection. The cuts will fit both men and women.

“We think that people feel attracted to us regardless of their gender. After unisex products like accessories and shoes, it’s time to put out an entire collection. WeSC continues to progress,” explains Joseph Janus, who’s been CEO since January.

With its headphones, WeSC has succeeded in creating a design coup.
With its headphones, WeSC has succeeded in creating a design coup.
Image credit:
WeSC

WeSC operates stores in 22 countries

This forward-thinking attitude was already a deciding factor for the prize at ISPO Brandnew 15 years ago, and the foundation for one of the fastest growing companies in Sweden. “I think it’s great how the focus is being put on young entrepreneurs,” Greger Hagelin lauds the concept of ISPO Brandnew, and in 2015 himself sat on the jury.

Today WeSC is market-listed, has stores in 22 countries, operates online shops, and generates roughly 300 million euros in revenue per year. An ultimate success for the Conspiracy.