Article about 6 PM
for Highsnobiety
Article about German streetwear brand 6 PM including an interview with founder Achraf.
Walking through the street of any major German city these days, it’s hard to overlook the colorful sweatpants, crewnecks, or tank tops with a subtle 6PM stitching. Worn by the young generation of German streetwear enthusiasts, as well as both national and international musicians and celebrities, the pieces show the influence of one of the most exciting and rising German streetwear brands at the moment – 6PM.
Founder Achraf Ait Bouzalim, who started 6PM in 2016, has become a sort of idol to his fans. He's created a community around himself and the brand – kids wants to be like Achraf, and they want to dress like him too. During the brand's pop-up tour, Achraf could be seen surrounded by vast crowds of his fans, celebrated like a pop star. If people are this excited to see a streetwear designer, it definitely speaks to how influential the brand is in the German landscape.
The story of Achraf and 6PM is yet another example of the development we saw in the fashion industry over the past few years and what can be called the “democratization of fashion.” When Virgil Abloh turned the fashion industry upside down as an outsider, he inspired a whole new generation of young creatives and broke up the conservative interpretation of the term creative director: You don’t need to be trained at any of the renowned fashion schools to start a successful label.
Born out of the lack of access to high fashion, streetwear always held the idea of accessible clothing at its core. With these principles in mind, Achraf wants everybody to be part of the 6PM community, regardless of income or social status. He sends discount codes or even free clothing to those who might not be able to afford his pieces but also enjoys the support of some of our generation’s most prominent music industry stars. From Swiss platinum producer OZ, an early 6PM supporter, to German rappers like Yung Hurn or Reezy to international celebrities like Lil Baby or DJ Khaled, the hip-hop world loves 6PM as much as the German youth.
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Full article here
Peter Obradovic, Berlin, 2023