Iriedaily
Hardly any other streetwear brand is as deeply rooted in the street art and street culture scene as the Berlin brand Iriedaily. From head to toe, from the jackets to the pants from the Kreuzberg style-headquarters, you get trendy designs and high-quality products that’ll keep you looking good both in everyday life and on the board. In addition to clothes, they also have an exclusive collection of decks and longboards. This also ensures that the wood under your feet is also a sight to be seen. If you want to feel good every day, this your brand!
From service provider to cult brand - the story behind Iriedaily
In 1990, the two Berliners by choice Walter Molt and Daniel Luger, together with Achim Probst and Roland Wagner originally founded the screen printing firm W.A.R.D. Productions, which was focused on band merchandise oriented, which quickly started producing for cult bands like Jingo de Lunch, Plan B and Einstürzende Neubauten. The early and consistent roots in the hip music scene in the capital have stayed strong until this day.
Flash forward to four years later in Kreuzberg: Together with the French street artist and designer Jeremy, Jaybo aka Monk 'Baudouin, the first independent designs are being developed and produced. The brand Iriedaily is born and celebrates its official foundation in 1994. Since then, the collective of artists, graphic artists and musicians has been making use of its connections to the young Berlin art and culture scene in order to sustainably transformation the tight-knit cityscape with fresh ideas and its very own style. Today, the company consists of 30 permanent employees and an in-house mini-ramp.
Broadly positioned - Iriedaily on the body and in the culture
Whether jacket, cap, beanie, trousers, shorts or socks - with the Iriedaily collection, you get the all-round carefree package. Grab your wardrobe and throw all your fears of bad looks overboard. Speaking of board – want to be impressed by the stylish elegance of Iriedaily? Then check out skate crew riders like Konstantin Rutschmann, Roland Hirsch, Flo Bodenhammer and Anna Kruse, who spend their sessions draped in chic Iriedaily textiles. The Iriemember family, however, is much larger and supplies the bands Jürgen and Wotan Wilke Möhring as well as bands like Turbostaat, Beatsteaks, HateSphere and Ohrbooten with fat styles.
Do It Yourself to stay different! The philosophy behind Iriedaily.
Don’t get us wrong, you shouldn’t start making your clothes by hand yourself. That’s what Iriedaily has been doing for more than 20 years, and there’s simply no replacement for that amount of expertise. But you can be sure that every cap, every jacket and every pair of trousers made by Iriedaily is designed and produced with the promise that you will receive a unique and unmistakable product. But that’s not all you get with Iriedaily, because sustainability is also very important to the Berliners. As a partner of the Fair Wear Foundation, Iriedaily relies on fair trade, fair work and a friendly working environment. These issues are high on the Iriedaily agenda: paying living wages, safe and healthy working conditions, no discrimination in the workplace and no child labour.
Jamaicans in spirit - The meaning behind Iriedaily
Have you always wondered how Iriedaily is pronounced and what it even means in the first place? Just say it however you best prefer because that’s what it means. Want to know exactly? Come with us, we're going on a journey to Jamaica! Ok, we don’t actually have to go that far, because everything, as you know, started in Berlin and the local music and art scene, which was characterized by street art like graffiti and fat reggae beats.
Since more than a few reggae artists come from Jamaica, elements of their language have quickly manifested themselves into the scene. The word “Irie” is one of them and in the Jamaican Creole dialect, means as much as happy, joyful or free. And that is exactly the promise that Iriedaily makes about their products: feel good - everywhere and every day! With this objective, the work done at Iriedaily is always a good time!