Society Sport is the brainchild of an imaginary group of like-minded creatives originally from New York but now all based in London's East End. Inspired by the hardships of '90s sportswear and street culture, as well as the influence of London's thriving garage and dirt scene. Social movements are a fusion of old and new, creating a new forward-looking aesthetic. The name itself was born from the eclectic conflict of sports history and youth culture that drives the society we live in today, thus creating Sport Sport and continuing to advance the subculture encapsulated by the story of race, class and city life.
