Anti Social Social Club

Anti Social Social Club, commonly abbreviated as ASSC and sometimes written as AntiSocialSocialClub, is a Los Angeles-based streetwear brand founded in 2015 by Andrew Buenaflor, who operates under the name Neek Lurk. The label emerged through Twitter and quickly developed a distinctive identity around a handwritten-style wordmark, anti-social themes, vivid graphics, and deliberately limited product releases. Its core assortment has included hoodies, T-shirts, hats, jackets, casual accessories, and collaboration products, with the logo often serving as the principal visual element. The brand’s origin is closely associated with Lurk’s personal experiences. Before launching ASSC, he worked in social marketing for Stüssy. Public accounts describe the label as an emotional outlet connected to a period of depression and mental-health difficulty in his late twenties. Rather than presenting a conventional heritage narrative, Anti Social Social Club built its appeal around feelings of alienation, frustration, and introspection. That emotional positioning resonated with consumers already familiar with internet-native streetwear culture and helped distinguish the label from more established skate and sportswear brands. The first product was a basic hat carrying the brand mark. From that starting point, ASSC adopted a drop-oriented model in which limited annual collections and short availability windows encouraged urgency and secondary-market interest. Social platforms were central to the brand’s communications and product discovery, while celebrity visibility further increased awareness. Publicly associated wearers have included Kanye West, BTS, and Kim Kardashian. The brand also gained attention through special releases and unusual branded objects, including a decorated Toyota Prius and an announced riot shield. Anti Social Social Club’s collaboration history spans fashion, luxury goods, entertainment, automotive, motorsport, and gaming. Its partners have included A Bathing Ape, Rimowa, Dover Street Market, Playboy, Hello Kitty, Hot Wheels, DHL, Formula 1, FaZe Clan, Goodsmile Racing, and Gran Turismo. Footwear-related activity has included exclusive Vans Sk8-Hi and Nike Air Force 1 Low releases, although the scale and availability of individual releases varied. These projects extended the brand beyond its core apparel audience while preserving its graphic and collectible orientation. The company also became associated with operational criticism. In 2018, reports of delayed or failed deliveries for online purchases led to customer frustration. The Spring/Summer 2018 collection referenced that dissatisfaction, turning shipping complaints into part of the brand’s public narrative. This episode illustrates both the strength and risk of a limited-drop model: scarcity and online momentum can generate intense demand, but fulfillment problems can damage trust when production and distribution do not keep pace. As of May 2022, Anti Social Social Club was wholly owned by Marquee Brands. The acquisition placed the label within a broader brand-management company while leaving its recognizable name and streetwear positioning intact. In December 2024, the brand opened its first standalone retail space in the United Kingdom through a pop-up at Selfridges in London. The temporary store continued into early January 2025 and coincided with the launch of a dedicated UK website, giving British customers access to global releases and local collaborations. Public information about detailed management, manufacturing, financial performance, and permanent retail expansion remains limited. The brand is best understood as an internet-native streetwear label whose value rests on visual identity, scarcity, collaborations, and a highly recognizable emotional concept.

Anti Social Social Club was founded in 2015 by Andrew Buenaflor, who uses the pseudonym Neek Lurk. Before creating the label, Buenaflor worked as a social marketing manager for Stüssy. The brand began through Twitter, reflecting the growing importance of social media in the discovery and circulation of independent streetwear labels. Its founding concept was rooted in personal emotional experience: Lurk described the brand as an outlet related to depression and mental-health struggles experienced at age 27. The initial product was a simple hat bearing the Anti Social Social Club logo. The label then expanded into a broader casualwear range that included hoodies, T-shirts, headwear, outerwear, and accessories. Its visual system relied on a recognizable handwritten-style wordmark, anti-social language, and graphic treatments that could be reproduced across garments and objects. The brand’s emotional directness, combined with limited availability, helped it gain traction among online streetwear consumers. ASSC generally released limited collections rather than maintaining a conventional continuously stocked retail assortment. This approach created scarcity and encouraged social-media discussion, collecting, and resale activity. Celebrity exposure also contributed to its visibility, with public associations including Kanye West, BTS, and Kim Kardashian. The label’s activities extended beyond standard clothing through special projects and unusual branded items. It released exclusive Vans Sk8-Hi footwear at ComplexCon, offered a limited Nike Air Force 1 Low release, and attracted attention for a Toyota Prius decorated with ASSC graphics. It also announced a branded riot shield, demonstrating the extent to which the label used novelty objects to reinforce its identity. The company’s collaboration program became an important part of its development. Partners have included A Bathing Ape, Rimowa, Dover Street Market, Playboy, Hello Kitty, Hot Wheels, DHL, Formula 1, FaZe Clan, Goodsmile Racing, and Gran Turismo. These collaborations placed the brand in contact with luxury, lifestyle, motorsport, gaming, character, and youth-culture audiences while retaining its established logo-led aesthetic. Operational problems became part of the brand’s public history in 2018. Customers reported failed deliveries and shipping delays for products bought online. The Spring/Summer 2018 collection referenced this dissatisfaction, incorporating the complaints into the brand’s presentation rather than treating them solely as an external business issue. The episode showed the tension between high-demand limited drops and the logistical requirements of online commerce. By May 2022, Anti Social Social Club was wholly owned by Marquee Brands. Publicly available information does not provide a complete account of the company’s internal management, manufacturing network, financial performance, or organizational changes following the ownership transition. The brand continued to operate as a streetwear label and expanded its physical presence in the United Kingdom in December 2024, when it opened a pop-up at Selfridges in London. The temporary store remained open until early January 2025 and coincided with a dedicated UK website offering global releases and UK-focused collaborations. Its history therefore combines an emotionally framed origin, social-media-led growth, scarcity-based merchandising, extensive collaborations, fulfillment criticism, corporate ownership by Marquee Brands, and selective international retail expansion.

1. 2024First UK standalone retail pop-up

   The brand opened a temporary retail space at Selfridges in London and launched a dedicated UK website.

   Source
2. 2022Marquee Brands reported as sole owner

   By May 2022, Marquee Brands wholly owned Anti Social Social Club.

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3. 2018Shipping controversy becomes part of brand output

   After reports of failed and delayed deliveries, the Spring/Summer 2018 collection echoed customer dissatisfaction with the brand’s fulfillment problems.

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4. 2015Brand founded through Twitter

   Andrew Buenaflor, known as Neek Lurk, founded Anti Social Social Club and began the brand with a logo hat.

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Internet-native streetwear centered on emotional graphics, recognizable branding, limited drops, and collaborative culture.

• HoodiesApparel

  Hoodies are among the brand’s most recognizable products. They typically use the ASSC wordmark, emotional slogans, or bold graphics and express the label’s casual, logo-centered streetwear identity. Hoodies have also provided a recurring canvas for collaborations and limited seasonal drops.

• T-shirtsApparel

  T-shirts form a basic layer of the brand’s apparel assortment. Designs generally emphasize printed branding, graphic artwork, and collaboration themes, making the products accessible entry points into the label’s limited-release model.

• HeadwearAccessories2015

  Headwear was the brand’s initial product category, beginning with a simple logo hat. Later hats and caps extended the handwritten wordmark and graphic language into a lower-priced accessory format commonly associated with streetwear collections.

• Collaborative footwearFootwear

  Anti Social Social Club has participated in limited footwear projects, including Vans Sk8-Hi and Nike Air Force 1 Low releases. These products broadened the label’s reach beyond apparel while retaining the scarcity and graphic treatment associated with its core collections.

• Limited collaboration collectionsApparel and lifestyle goods

  The brand has produced collaborative collections and products with partners spanning streetwear, luxury, entertainment, character licensing, logistics, motorsport, gaming, and automotive culture. Notable collaborators include A Bathing Ape, Rimowa, Dover Street Market, Playboy, Hello Kitty, Hot Wheels, DHL, Formula 1, FaZe Clan, Goodsmile Racing, and Gran Turismo.

• 2018Spring/Summer 2018 shipping-themed collection

  International online market

  Following customer complaints about failed or delayed online deliveries, the collection incorporated the public frustration surrounding the brand’s shipping performance into its messaging and design.

  Outcome. The collection became a notable example of the brand turning operational criticism into part of its cultural and marketing narrative.

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• 2024Expand into UK physical and digital retailStrategy

  The brand had primarily been associated with online and limited-release distribution before its UK retail initiative.

  What changed. ASSC opened a temporary standalone space at Selfridges in London and introduced a dedicated UK website.

  Aftermath. The pop-up remained open into early January 2025 and offered British customers global releases and exclusive local collaborations.

  Source
• 2022Ownership transferred to Marquee BrandsM&A

  As of May 2022, the brand was reported to be wholly owned by Marquee Brands.

  What changed. Marquee Brands became the brand’s owner.

  Aftermath. The label remained associated with streetwear, collaborations, and limited releases; detailed post-transaction operating changes are not publicly established in the cited material.

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• 2015Adopt a social-media-led limited-drop modelStrategy

  The brand was launched through Twitter at a time when online communities were becoming central to streetwear discovery and demand generation.

  What changed. Anti Social Social Club used social platforms, limited annual collections, and short release windows as central elements of its market approach.

  Aftermath. The model helped the label achieve rapid visibility and cultivate scarcity-driven interest, while later fulfillment problems exposed its logistical risks.

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• 2024Anti Social Social Club opens first UK standalone retail space

  The brand opened a temporary standalone space at Selfridges in London in December 2024. The pop-up remained open into early January 2025 and accompanied the launch of a dedicated UK website.

  Product launch
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• 2022Marquee Brands becomes sole owner

  By May 2022, Anti Social Social Club was reported to be wholly owned by Marquee Brands.

  M&A
  Source
• 2018Brand criticized over delivery failures and shipping delays

  Customers reported failed or delayed deliveries for online purchases. The brand’s Spring/Summer 2018 collection reflected the resulting customer frustration.

  Other
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• 2015Anti Social Social Club founded through Twitter

  Andrew Buenaflor, known as Neek Lurk, launched the streetwear label through Twitter and began with a logo hat before expanding into apparel and accessories.

  Other
  Source

1. Anti Social Social Club