HOMEBOY JEANS

Homeboy was founded in 1988 as the world's third streetwear brand. 30 years ago, streetwear was still original and stood for skatewear. Homeboy's origins lay in skating, but their hand was already extended towards music when they were founded.

The year 1988 is considered hip-hop's breakout year. Cult bands like Public Enemy, Run-DMC, NWA and Ice-T shook up the scene not only musically but also fashionably. Homeboy sensitively absorbs the vibes of rap culture and the artists' mentality and shapes them into fashionable originals. As early as 1989, the label equipped the German hip-hop legend Moses Pelham. In 1991 the Fantastischen Vier joined.

In the 80s, the first action sports began a future that forever shaped an entire generation of athletes. Skating was the origin of a “coolness” that has had a lasting impact on fashion over the years and decades. Skinny jeans are fashion's latest achievement, thanks to skaters.

In 1993, the Warped Tour combined skateboarding, snowboarding, surfing and music, sending an attitude to life into the world that changed an entire generation. TEAM Homeboy included skateboarders, snowboarders, BMXers, Moto-Xers, surfers, wakeboarders and freeskiers. All of this still has a permanent place in our souls today.