Founded in 2012 by the encounter between Italian rapper Salmon, Francesco Liori and André Suergiu, Doomsday represents the dark side of the Italian streetwear movement. The brand’s aesthetic identity vaguely recalls Salmo’s music: punk and metal references are everywhere blended with hip hop and street references that make Doomsday Society more international and multifaceted. Read more…
Highlights of its clothing drops include T-shirts with all-over prints, hoodies with skulls and snakes, short-sleeved shirts and more. Despite boasting a highly distinctive appeal, Doomsday keeps evolving by adding new references to expand its DNA. Pretty much like Salmo, the brand has gone from being the prince of Italian underground to a broader reality with a wider scope. And all this without compromising on its signature elements: punk-ish dark graphics - skulls, snakes, pentacles, demons - are usually combined with oriental-style prints and references to American pop culture.