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Brashy Studios - About
Introduction
Emergent from Los Angeles, Brashy Studios transcends conventional fashion taxonomies—a luminous intervention at the intersection of cultural archaeology and posthuman aesthetics. Stockholm siblings Jacob and Axel Hägg orchestrate this convergence: not merely clothing but a topological mapping of the spaces between established disciplines, where authentic innovation crystallizes.
The studio functions as an algorithm of opposites—transforming overlooked frequencies into harmonics of style that ripple through perception. Their methodology distills retroactive futurism through contemporary metallic clarity, each collection a thesis on temporal collapse and expansion.
Directorial Consciousness
All garments are designed and manufactured in downtown Los Angeles—each piece an artifact of localized creation, embedding the urban pulse directly into material form.
The creative direction manifests as architectural thought—garments as spatial theory, lookbooks as phenomenological documents. This vision synthesizes elevation with authenticity, generating a recursive dialogue between nostalgic undertow and forward momentum—the essential polarity of the Brashy paradigm.
Worn By
Ariana Grande, Bella Hadid, Billie Eilish, Cara Delevingne, Charli XCX, Gigi Hadid, Kaia Gerber, Kali Uchis, Kendall Jenner, Khloé Kardashian, Kourtney Kardashian, Kylie Jenner, Rihanna, Simi & Haze, Snoh Aalegra, Amelia Gray and more.
Notable Mentions
Vogue (US, Korea, Spain, Russia, India, Australia), New York Times T-Magazine, I-D, Hypebeast, Highsnobiety, Nylon, Paper Mag, Refinery 29, Teen Vogue, Allure, Fader, Schön! Magazine, Wonderland Magazine, MOMA, Bullett Magazine, End Paper, Hypebae, Daily Mail.
Retail
Emergent from Los Angeles, Brashy Studios transcends conventional fashion taxonomies—a luminous intervention at the intersection of cultural archaeology and posthuman aesthetics. Stockholm siblings Jacob and Axel Hägg orchestrate this convergence: not merely clothing but a topological mapping of the spaces between established disciplines, where authentic innovation crystallizes.
The studio functions as an algorithm of opposites—transforming overlooked frequencies into harmonics of style that ripple through perception. Their methodology distills retroactive futurism through contemporary metallic clarity, each collection a thesis on temporal collapse and expansion.
Directorial Consciousness
All garments are designed and manufactured in downtown Los Angeles—each piece an artifact of localized creation, embedding the urban pulse directly into material form.
The creative direction manifests as architectural thought—garments as spatial theory, lookbooks as phenomenological documents. This vision synthesizes elevation with authenticity, generating a recursive dialogue between nostalgic undertow and forward momentum—the essential polarity of the Brashy paradigm.
Worn By
Ariana Grande, Bella Hadid, Billie Eilish, Cara Delevingne, Charli XCX, Gigi Hadid, Kaia Gerber, Kali Uchis, Kendall Jenner, Khloé Kardashian, Kourtney Kardashian, Kylie Jenner, Rihanna, Simi & Haze, Snoh Aalegra, Amelia Gray and more.
Notable Mentions
Vogue (US, Korea, Spain, Russia, India, Australia), New York Times T-Magazine, I-D, Hypebeast, Highsnobiety, Nylon, Paper Mag, Refinery 29, Teen Vogue, Allure, Fader, Schön! Magazine, Wonderland Magazine, MOMA, Bullett Magazine, End Paper, Hypebae, Daily Mail.
Retail
Colette, KITH, I.T. Hong Kong’s I.T, Maison Studio, Moda Operandi, Neu!, Rails, Tom Greyhound, VFiles.
Brashy Studios - Founding
Description:
From concept sketch to global phenomenon—Brashy Studios began with a vision to create streetwear that transcended conventional categories. Started in a small Los Angeles studio, I developed the initial brand DNA through careful material selection and an aesthetic that combined utilitarian elements with a raw, unfinished quality.
My role encompassed every aspect of the brand's creation: designing the inaugural collection, establishing the minimalist visual identity, directing photoshoots, and building relationships with early stockists. The first collection featured innovative use of PVC and transparent materials—a signature that would define the brand.
The deliberate choice to focus on women's streetwear—an underserved segment in 2011—proved pivotal. By addressing this gap with authentic design language, Brashy Studios established immediate credibility with fashion-forward consumers.
Results:
- Successfully launched with zero external funding
- First collection sold through independently within 1 months
- Established signature material language that became brand hallmark
- Created foundation for authentic brand voice that resonated beyond fashion
Brashy Studios - Global Recognition
Description:
By 2014, Brashy Studios had evolved from local phenomenon to globally recognized brand through strategic retail partnerships and distinctive visual identity. I orchestrated this expansion through careful selection of retail partners that aligned with our position between streetwear and avant-garde fashion.
Securing placement in Colette (Paris) and KITH (NYC) represented a breakthrough moment.
I personally directed this strategy, building relationships with buyers and developing exclusive capsule collections that highlighted our innovative material approach while maintaining production feasibility.
The brand's imagery became increasingly distinctive during this period. I developed a visual language that combined clinical minimalism with unexpected styling—creating lookbooks and campaign imagery that communicated not just products but a complete aesthetic universe. This approach extended beyond clothing to packaging, retail displays, and digital presence.
Press Quote:
"Take Note" —Highsnobiety
Results:
- Expanded to 22 premium stockists across 8 countries
- Achieved 340% year-over-year revenue growth- Featured in 15+ global fashion publications
- Developed cult following among fashion forward consumers and industry insiders
Brashy Studios - Celebrity Breakthrough
Description:
2017 marked Brashy Studios' transition from industry insider favorite to cultural phenomenon through strategic celebrity integration. Rather than pursuing typical endorsement relationships, I developed an organic seeding strategy that emphasized authentic connection with artists and performers whose aesthetic aligned with the brand.
When Billie Eilish and Charli XCX began incorporating Brashy pieces into their performance wardrobes, it validated the brand's position at the intersection of music, art, and fashion. I leveraged these relationships through carefully composed editorial content that emphasized the creative resonance rather than mere celebrity placement.
This period saw the expansion of the brand's material vocabulary beyond transparent PVC to include technical fabrics and experimental textiles. I directed this evolution through close work with suppliers and manufacturers, maintaining the brand's distinctive visual language while expanding its creative territory.
Press Quote:
"Kendall Jenner & Kaia Gerber's Crop Tops" —Vogue
“Bella Hadid Makes The Case” —Vogue
Results:
- Worn by 25+ major celebrities including Kendall Jenner, Kaia Gerber, Billie Eilish, and Charli XCX
- Featured on 3 major magazine covers
- Expanded product range from 120 to 480 SKUs while maintaining brand cohesion
- Increased social following from 6,000 to 22,000 through organic growth
- Established Brashy Studios as cultural reference point beyond fashion industry
Brashy Studios - Cultural Integration
Description:
By 2019, Brashy Studios had evolved beyond fashion label to become cultural signifier—a transformation I guided through deliberate brand extension and narrative development. The distinctive transparent materials and unfinished aesthetic had become recognized visual shorthand, referenced across fashion, music, and digital culture.
During this period, I expanded the brand's territory through strategic collaborations with artists and cultural institutions.
I also developed a comprehensive archive of the brand's visual evolution, documenting our material exploration and conceptual development. This archive served both as creative resource and validation of Brashy's cultural impact, establishing the brand as a significant voice in contemporary visual culture.
Press Quote:
"Normani Takeover" —Paper Magazine
"Brashy Studios Unravel Women's Streetwear Fashion" —The New York Times
Results:
- Brand referenced in music videos, films, and other cultural productions
- Pieces acquired for MoMa’s “Is Fashion Modern”
- Established enduring design language that continued to influence industry
- Successfully positioned brand at intersection of fashion, music, and digital culture