Anti Social Social Club

Neek Lurk founded ASSC in 2015 through Twitter, photoshopping a t-shirt mockup and producing on demand after orders rolled in. Kanye West wore the brand three weeks after launch, igniting the hype trajectory. The brand became infamous for fulfillment failures (Hypebeast reported in 2017 that ASSC owed merch to over 1,320 customers, average order value $380). Marquee Brands acquired ASSC in May 2022 for an undisclosed amount; per Business of Fashion, "the transaction was a purchase, not an investment." Several original ASSC team members joined Marquee. Lurk's current involvement is unknown; co-founder Ian Coates remains as head of design. As of 2023, the brand has cleaned up logistics with made-to-order collections and professional fulfillment.

Streetwear logo-licensing under a brand licensing platform alongside Martha Stewart and Bruno Magli is a culturally bizarre fit. The brand's value was always in Lurk's personality and cultural moment, both of which have receded.