Behind the Brand: Anti Social Social Club
Since 2015, Anti Social Social Club has been doing things its own way—and making a whole lot of noise while doing it. What began as a personal side project for founder Neek Lurk has turned into a global sensation, built on cryptic graphics, unpredictable drops, and a fan base that’s always ready for the next surprise. Before Anti Social Social Club was a name plastered across hoodies worldwide, it was just a thought in Neek Lurk’s mind—a reflection of his own experiences with anxiety, loneliness, and self-reflection. A former social media manager at Stüssy, Lurk took his feelings and turned them into something tangible: a brand name that captured the push-and-pull between wanting connection and keeping your distance. The first piece? A pink logo hoodie with the name curved across the back. No big marketing campaign, no build-up—just a quiet drop online. It sold out instantly, setting the tone for what was to come: small-batch releases, zero warning, and sky-high demand. Minimalism Meets Chaos Part of what makes ASSC instantly recognizable is its visual style. The graphics often read like late-night diary entries—blunt phrases, existential questions, and a dash of internet irony—splashed across everything from soft pastel hoodies to neon caps. Logo flips and unexpected color combos keep the aesthetic unpredictable, while collaborations add even more personality to the mix. Every piece feels like more than just clothing—it’s a wearable mood board, equal parts fashion statement and personal reflection. The Art of the Drop If you’ve ever tried to score ASSC on release day, you know it’s a blink-and-you-miss-it situation. One second you’re refreshing the site, the next… your cart’s empty. That scarcity isn’t an accident—it’s part of the brand’s DNA. No mainstream shelves, no steady restocks—just surprise drops that keep the hype alive. The good news? At FEATURE, we keep a curated selection of ASSC styles in stock, so you can skip the drop-day stress and still snag the pieces you want. Unexpected Collabs Another reason ASSC has stayed at the center of the conversation: their collaborations. Over the years, they’ve teamed up with everyone from BAPE and Neighborhood to Playboy, Hot Wheels, and even Formula 1. Each collab feels like its own little universe—unexpected, playful, and totally on-brand. The Legacy In less than a decade, Anti Social Social Club has gone from one pink hoodie to a cultural touchpoint. It’s a brand that wears its contradictions proudly—connection and isolation, minimalism and chaos, hype and honesty. ASSC isn’t here to follow fashion’s rules, and that’s exactly why it resonates. Dive into the latest Anti Social Social Club arrivals at FEATURE, and see where the mood takes you.
Since 2015, Anti Social Social Club has been doing things its own way—and making a whole lot of noise while doing it. What began as a personal side project for founder Neek Lurk has turned into a global sensation, built on cryptic graphics, unpredictable drops, and a fan base that’s always ready for the next surprise.
Before Anti Social Social Club was a name plastered across hoodies worldwide, it was just a thought in Neek Lurk’s mind—a reflection of his own experiences with anxiety, loneliness, and self-reflection. A former social media manager at Stüssy, Lurk took his feelings and turned them into something tangible: a brand name that captured the push-and-pull between wanting connection and keeping your distance.
The first piece? A pink logo hoodie with the name curved across the back. No big marketing campaign, no build-up—just a quiet drop online. It sold out instantly, setting the tone for what was to come: small-batch releases, zero warning, and sky-high demand.
Minimalism Meets Chaos
Part of what makes ASSC instantly recognizable is its visual style. The graphics often read like late-night diary entries—blunt phrases, existential questions, and a dash of internet irony—splashed across everything from soft pastel hoodies to neon caps. Logo flips and unexpected color combos keep the aesthetic unpredictable, while collaborations add even more personality to the mix.
Every piece feels like more than just clothing—it’s a wearable mood board, equal parts fashion statement and personal reflection.
The Art of the Drop
If you’ve ever tried to score ASSC on release day, you know it’s a blink-and-you-miss-it situation. One second you’re refreshing the site, the next… your cart’s empty. That scarcity isn’t an accident—it’s part of the brand’s DNA. No mainstream shelves, no steady restocks—just surprise drops that keep the hype alive.
The good news? At FEATURE, we keep a curated selection of ASSC styles in stock, so you can skip the drop-day stress and still snag the pieces you want.
Unexpected Collabs
Another reason ASSC has stayed at the center of the conversation: their collaborations. Over the years, they’ve teamed up with everyone from BAPE and Neighborhood to Playboy, Hot Wheels, and even Formula 1. Each collab feels like its own little universe—unexpected, playful, and totally on-brand.
The Legacy
In less than a decade, Anti Social Social Club has gone from one pink hoodie to a cultural touchpoint. It’s a brand that wears its contradictions proudly—connection and isolation, minimalism and chaos, hype and honesty.
ASSC isn’t here to follow fashion’s rules, and that’s exactly why it resonates. Dive into the latest Anti Social Social Club arrivals at FEATURE, and see where the mood takes you.
