WHAT'S DA LORE BEHIND SMOKED?

TO UNDERSTAND THE LORE BEHIND SMOKED, YOU HAVE TO UNDERSTAND ITS FOUNDER. KNOWN AS ESSSZNN, HE’S ALWAYS CARRIED A VISION OF BREAKING BOUNDARIES AND ACHIEVING SOMETHING NO ONE IN HIS BLOODLINE HAD BEFORE.

WHILE MAINTAINING STRONG GRADES AS A STUDENT, HE SPENT HIS TIME CREATING GRAFFITI ART AND SELLING IT TO OTHER STUDENTS. BY 2017, BEING IMMERSED IN THE UK RAP SCENE SPARKED A DEEP FASCINATION WITH STREETWEAR, AND HIS CREATIVITY NATURALLY SHIFTED INTO FASHION.

BY 2021, WHILE IN COLLEGE, HE LAUNCHED HIS OWN STREETWEAR BRAND 'SMOKED'. THE NAME COMES FROM SMOKE ITSELF, A FORCE THAT CREATES DISTURBANCE WHEREVER IT MOVES. LIKE SMOKE, HE AIMED TO RISE ABOVE HIS TRADITIONAL ENVIRONMENT, DISRUPT UK CULTURE, AND BE REMEMBERED FOR HIS CREATIVITY AND UNRELENTING DRIVE TO BUILD SOMETHING FROM NOTHING.