As you know we are the voice of the UK streetwear game FACTS! So when we see a brand come into the game with hella motion and great quality fits it’s our duty to put you on ASAP!
Born in Hackney, East London GABOS London came on our radar last year with their takeover of the UK Puffer game by force. Everywhere we went we saw GABOS 3.0 puffers and pretty much every single time we went on Tiktok & IG we were watching a new piece of content. In a streetwear game dominated by big-money marketing campaigns, high-level brand collaborations and high-street distributed brands it is a major thing to cut through all that noise and sell products directly to the streets and GABOS have made that happen, how?
The answer? Community! in both the visuals and the caption the London brand admits to being slightly overwhelmed with their sudden growth and the huge demand for their puffers which went on to sell 10,000 units. They shared the obstacles faced with scaling up to demand whilst attempting to meet demand in a classy engaging way and promised to keep delivering whilst asking for patience and understanding. This way of utilizing their brands voice to better connect with their audience was a real W moment for the brand.
As well as the social media and visuals the brand connected with their community through an IG broadcast channel, following in the footsteps of their European streetwear peers who have been using broadcast channels to connect with their audience on a major level. Since that breakthrough moment the brand has continued its focus on community with Pop-up stores including Box Park, Shoreditch and Paris. Pop-ups are the mainstay of UK streetwear, bridging the gap between a brand and their audience to reinforce both culture & community and mixing things up with Jersey giveaways and golden ticket hunts GABOS really shined in that space.
Taking the brand to next level interaction-wise the team headed up north with a GABOS bike ride through the streets of Manchester last year, calling on their community to pull up head to toe in their purchases and flex their bike tricks and skills, taking over Manchester for the day.
Just like the riders GABOS is no one trick pony, alongside the huge W with the puffers the brand has dropped Polyester tracksuits with their signature ace logo, windbreakers, denim sets & shell suits as well as their twist on the classic fleece tracksuit, all with top quality materials and fine detailing to set them apart from their competition.
Most recently Gabos pulled up to Paris Fashion week for a Pop -up shop in the heart of the city, a bike ride and a rap cypher all to celebrate the release of their Gabos ‘Members in Paris’ EP, featuring MOBO Award-winning artist Scorcher and other grime MC’s and rappers that took part in the cypher.
For a UK streetwear brand with no affiliation to the culture to have merged into the streetwear & Music culture and built a community that would follow them from Pop-ups in the UK to the streets of Paris, all whilst copping every release, in just 4 years is crazy! The motion is continuing with the launch of their shortsets in multiple colours and hints at a London pop up to end the summer.
At Trapped Magazine we fully vouch for the brand that shouts “The Game Aint Based On Sympathy” and can’t wait to see whats next. Follow @gaboslondon on all social media platforms for updates and exclusives.
