style in progress 1/2023 – Whynot

NEW URBAN STREET SPOT BY ABOUT YOU

Family 1st Family 4ever is an emerging streetwear brand that was presented to the public at the About You Fashion Week in Milan last year. Today, it is available at the WhyNot store launched in 2022. The new brand is backed by rapper Loredana and WhyNot, a joint venture founded by About You in partnership with players from the German hip hop scene to present Gen Z customers with exclusive insights into street culture, streetwear, and personal brands of artists. By supporting and assisting rappers in the creation of their personal brands, WhyNot provides its clients with more than the finished product, delivering very personal insights into what goes on behind the scenes: from the creation of a new track to designing a new collection. The artists allow fans to peer behind the curtain and even debut songs on WhyNot. www.why-not.com

WhyNot seeks to offer all hip hop fans and urban fashion enthusiasts a new home: as an online store with a unique social character. Family 1st Family 4ever, launched in collaboration with rapper Loredana, is among the first brands to grace the platform.