The Curious Return of a Tumblr-Era Streetwear Staple
This was the hat to be wearing in the early 2010s. Or at least, it was if you were deep into Tumbrl’s booming community of edgy fashion enthusiasts.
Popularized by the A$AP Mob during its early rise to fame, SSUR’s Comme Des Fuckdown cap was ubiquitous during a crucial moment in streetwear history. Supreme was about to reissue its Kate Moss tee, Virgil Abloh’s Pyrex Vision was selling out of its $550 flannels, and Hood By Air was the buzziest name on the New York Fashion Week Schedule. Streetwear had never been more global, and it was starting to align closer with luxury fashion than ever before. Remember those days?
Behind the scenes, a 17-year-old Shane Gonzales was busy in the SSUR warehouse shipping Comme Des Fuckdown hats to everyone in this burgeoning fashion scene.
Gonzales’ brand Midnight Studios, founded in 2014, would go on to be another leading name in the 2010s Tumblr fashion landscape. But it’s his newest venture, Alice Hollywood, that’s bringing the Comme Des Fuckdown caps back in 2025.
Alice Hollywood, which describes itself as a “hard core haute couture” brand, is dropping a “Comme Des Fuckdown” capsule collection with SSUR.
The grungy fashion label has pierced the flat-panel visors of SSUR’s caps with silver rings and metal hardware, as it does with all of its caps. There are also T-shirts, hoodies, and beanies bearing the phrase, a play on COMME des GARÇONS brand name, all available via the Alice Hollywood website come June 13.
At a time of Hedi Boys, trucker hats, and indie sleaze revivals, this capsule collection is yet another 2010s throwback being recycled.
And considering that New York fashion label Vaquera also presented a Comme Des Fuckdown cap on the runway for its Spring/Summer 2024 collection, there's clearly a growing appetite for these Tumblr-era staples.
You might be about to see Comme Des Fuckdown plastered everywhere. Again.
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