Check the Label: Superego Clothiers Are Cut From a Different Cloth
Birthed by three psychology majors at Wesleyan University, Superego Clothiers emerged from a perceived commercialization of the streetwear industry. “People are making low quality products and selling them at high price points,” said founder Tommie Lark. “Not only do [co-founders James He and Matt Narks and I] want to focus on sustainability, but we also want to deliver collections that have strong social messages.”
Their Holiday 2014 capsule does just that, aiming to honor women with the collection’s mantra, “Les femmes sont au centre de tout,” or “Women are the center of everything.” Their “Queens City Map” tee features a Nefertiti silhouette detailed with a street map of the NYC borough. According to Superego’s description, “the design was meant to embody many women who blazed trails throughout history.”
All of Superego’s pieces are printed on eco-friendly fabrics, like organic cotton, bamboo, and hemp - a practice which gave way to the company’s motto, “Cut from a Different Cloth.” Superego has even set up a brand ambassador program, which unifies creative leaders in eight countries who share the same vision for a sustainable streetwear label.