“It’s like a second coming of the band.” Following 13 years of silence and a short absence, Mikey Trapstar finally feels like the brand is finally getting the respect it deserves.
In the past 10 years, Trapstar’s evolved from being the best kept secret in London and has become the preferred clothing for the next generation of UK Grime and rap fans. The distinctive logo with a gothic design is everywhere, from rap moshpits at a rap gig as well as Fashion Week runways, and in September of 2019, the brand was awarded the title of Best streetwear brand at the very first Annual World Fashion Awards. Stussy, Palace, Off-White and Supreme were among the contenders in their respective categories.
It may appear as if Trapstar’s rise been rapid however, the hard work required to get there began long before “streetwear” as well as reselling became something that was actually an industry that was multi-million pounds.
It was 2005 when Mikey together with his the cofounders Lee and Will set out to develop something that would benefit their fellow co-founders. The three childhood buddies were all interested in fashion, sneakers, and music in the late 90s garage and house eras, in which brands like Versace as well as Moschino were heavily incorporated in the society. They initially began making their own t-shirts bespoke to an attempt to “out-do each other” and “inject an individual look” in their clothing. They quickly received notices in their area that was West London with friends threatening to steal the design if they don’t begin selling their bespoke items.
The next thing that happened was a coming-of age meeting with Lee’s stepfather who said they were “hood celebrities who were trapped by society”. Not content with his remarks, Mikey challenged him by replying, “There’s a star trapped within us all.” That was the moment the brand took on its name in the form of Trapstar. Trapstar as a brand was created.
At the time, Facebook and YouTube were just beginning to emerge and Instagram was still years away from being fully launched. Making money from raffles on the internet, which offer the chance to purchase only a few pieces, was a non-existent option.
The Trapstar trio needed to think of the most innovative method of selling their products. So they made use of MySpace the most well-known social network in the previous year. It was possible to purchase merchandise by an email or text message to the company’s “trap telephone” (a reference to the used burner phone). The payment and pickup would be made and delivered to the location of a hidden location, then placed via pizza box, kiosks for phones, and occasionally automobile boot stores. Trapstar used their “it’s an undercover” trademark, allowing them to keep their identities secret – even until today they refuse to allow photographs showing their faces be published. The exclusivity generated excitement and a flood of orders followed. It was common for drops to sell out quickly which made certain pieces more sought-after.
As Trapstar gradually became more popular and demand grew The guys decided that they needed to expand. This sounds simple but the choice first was met with disdain. “In the beginning, nobody wanted us to succeed,” Mikey explains, “and nobody wanted us to be in the business and, instead of knocking doors that we could have built the own.”
Their biggest break was after Supra director Dylan Alkaff offered them a weekend pop-up. It was the beginning of what was later referred to by the term Trapstar Invasions. “Stores were only interested in brands that had a significant media coverage. Our whole idea was to be a guerrilla,” says Lee. “We were the underdogs of the streetwear scene in a time where there was no distinction from and the UK market from the other markets and you needed compete with the big brands”.
A string of “invasions” such as an ad-hoc roadblock at 1948 London along with the much-anticipated Yeezy release in the year 2009. This resulted in Trapstar opening its flagship shop in Portobello Rd a year later.
Then we come to today and the number of accomplishments is long. A loan in Jay Z’s Roc Nation and a stint as the designer of the official merchandise of Rihanna’s Monster tour as well as the Rihanna – Puma collaboration, and a co-sign by South London heavyweight Stormzy – whom’s Trapstar underwear was prominently displayed in his iconic Glastonbury show – have all led to the brand’s rise to prominence. “We didn’t look to musicians to ensure we were in the game, but we’ve built close relationships with them personally, they’ve helped us reach an entire new group of customers,” Mikey emphasises.
The natural connection between streetwear and music has created this connection. The brand has released mixtapes featuring Section Boyz and DJ Logan Sama and most recently, collaborated together with hip-hop artist Blade Brown on a capsule collection called “The Trap Revolution is Going to be broadcast”. “I believe we’re in the midst of a sort of revival right now, in which people from the UK underground scene has now taken control of what goes on in pop culture,” Mikey enthuses, “It’s amazing to see artists earning money from doing what they love, they’re becoming millionaires, selling their venues and buying homes for their moms.”
While they’ve enjoyed a lot of international success through the likes of A$AP Rocky, The Weeknd and Cara Delevingne, who wear their trademark hoodies and beanies and hoodies, they’re conscious of the fact that the UK scene is still able to play an important role in their development.
“It is way more than just style,” Mikey says. “It’s more than just that. The reason we’re present today is due to certain cultures have helped us. We started from the bottom, and worked hard to reach where we are today. We are now required to help others, and we need to ensure we continue to keep the culture alive.”
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