VLONE Relaunches Under Mysterious New Leadership
After ending its relationship with founder and convicted sex offender A$AP Bari, can the streetwear imprint return to its former glory?
VLONE — the once-popular, then-defamed streetwear label previously helmed by F. “SO” Hunter and convicted sex offender A$AP Bari — has returned under new, enigmatic leadership. In this “new era,” the controversial design label is looking to reinstate its former glory with a new outlook, after cutting ties with Bari in 2022.
Bari founded the label in 2011, alongside fellow A$AP Mob member A$AP K, and it swiftly grew in popularity among the hip-hop collective’s die-hard fans. The imprint earned widespread appeal thanks to sign-offs from famous friends, including Drake, who wore the brand’s designs during his Boy Meets World tour, the also-now-controversial Ye, who sported VLONE during his YEEZY Season 3 fashion show, and A$AP Rocky, who frequently stepped out in the label’s pieces as an A$AP Mob affiliate.
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The brand’s distinctive “V” logo turned into a recognizable symbol for fans, and VLONE continued to generate buzz through both limited-edition drops and collaborations with neighboring streetwear labels. Among them, Virgil Abloh’s OFF-WHITE™ joined forces with the then-fiery imprint on an exclusive “VLONE x OFF-WHITE™” capsule, which featured both brands’ emblems.
In 2017, VLONE reached a record high, staging a fashion show during Paris Fashion Week, which included a big-time partnership with Nike. It was also at that time, however, that VLONE began to sink.
In the same year, a video of Bari surfaced that appeared to show the rapper sexually assaulting a woman at a hotel in London. Bari initially released a statement describing the video as “misleading,” adding that he had “resolved this issue amicably among all parties as adults.” In 2019, however, Bari plead guilty to sexual assault charges.
Despite this, VLONE still experienced success for several years. After a period of time that was much too long, the brand finally ended its relationship with Bari in October of last year.
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“We will not partake in any irrational behavior associated or related with Jabari ‘Younglord’ Shelton,” VLONE wrote on Instagram. “He has no authority to style himself as ‘Mr. Vlone,’ use or license VLONE — this behavior is contrary to our collective.”
Now, the brand is back, sans Bari and with mysterious new leadership. The refreshed VLONE officially launched on April 21, with a collection, titled “Brick by Brick,” nodding to the imprint’s attempt to rebuild itself. A note from the team behind the new VLONE on the brand’s updated website reads, “In the new era of VLONE, our brand will embrace distinctive creatives who defy the norm and inspire the willing as we build our fashion house together, one brick at a time.”
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The collection appears related to the brand’s formerly famous lines, with T-shirts donning the iconographic “V,” weathered hoodies and baggy sweatpants. Black denim jackets and pants feature logo work on their front and back, and a thick, reversible vest revamps Carhartt’s classic emblem on its front pocket. Presumably a token of VLONE’s desired return, the crystal “Sold The F*ck Out (STFO)” Brick rounds out the range, retailing for $1,234 USD.
Given the brand’s dark past, a full revival would be an enormous feat — and to put it bluntly, it seems quite unlikely. But the brand’s die-hard fans might surprise us. They’ll surely cop their transparent bricks (and perhaps, even sell them out), and soon enough, the streets of Soho will be replenished with walking “V”s. Still, VLONE has a long road ahead when it comes to reinstating its former cultural notoriety, and it will have to rely on the power of its logo to begin that journey.
