Fashion 

Deconstructing Anti Social Social Club: Why the Hell Do Girls Like It So Much?

The cult girl craze behind Neek’s burgeoning streetwear brand isn’t coincidental — or is it?

By
214,463 Hypes

Deconstructing Anti Social Social Club: Why the Hell Do Girls Like It So Much?

The cult girl craze behind Neek’s burgeoning streetwear brand isn’t coincidental — or is it?

The question’s simple enough: why is Anti Social Social Club so popular among girls? Yet, to understand this nascent “phenomenon” an understanding behind the burgeoning streetwear brand’s genesis must be made – aka understanding Neek Lurk. It’s no secret ASSC is Neek’s emotional outlet — one onto which his depression and loneliness manifest. To HYPEBEAST Neek confessed, “It was never to be a brand, more like a life project. More like my lowest days into tangible items.” ASSC’s sentiments haven’t changed, but the same can’t be said about said reputation. Case-in-point: our own HYPEBEAST numbers don’t lie — the brand’s ranked high on the streetwear totem. Anti Social Social Club stands out with one exception – girls remain the veritable poster child.

You don’t have to be familiar with streetwear culture to recognize the brand’s signature pastel garb and Dad caps bedecked with morose confessions and Korean decals. Nothing rare, undone or unseen among enthusiasts (cue those “lazy” and “made on Windows98 Paint” comments), until you hear Neek’s memo. Previous selections of T-shirts & co. bore graphics including, “STRANGE DAYS,” “GET WEIRD″ and “LAST TIME WAS THE LAST TIME.” Herein rests the goldmine. Neek sells melancholia-cum-imperfection: the perfect antidote to the hyper-sexualized, “be cool” ethos sold to women otherwise. He sells an attitude sold in unisex T-shirts and hooded sweatshirts.

Said genderless and uber-minimal aesthetics also explains the girl obsession. Designs are simple to sport and unthreatening to the undiscerning customer with no streetwear knowledge. Girl models on ASSC’s Instagram play no small part either. They’re sourced whenever and wherever there’s ASSC merch to behold — from girls to girls. The antithesis to the Photoshop-ridden ad myths perpetuated to women. You can count Calvin Klein’s NSFW 2016 spring campaign and American Apparel’s ever-provocative ads.

Marketing’s meager, relying instead on Instagram and word-of-mouth. In turn, Neek’s own aesthetic and brand connection remain tangible. No marketing plan or multi-million dollar campaign production needed – instead here’s an undiluted understanding of brand ASSC that’s oh so real. Californian grunge and Korean are choice aesthetics. Ironic considering he confessed to Amuse:

“Last year there was a Korean girl I was talking to and we had this gnarly thing. So I made a bunch of stuff with Korean influences because of her. I hated her and made this stuff, so it’s like little hidden messages. I made a hat saying “suicide club” in Korean that people thought meant Anti Social Social Club.”

Interpret to your will, but also know the Hallyu-Wave’s arrived stateside. YG Entertainment’s G-Dragon – aka The Kanye West of Korea – and CL are on the major come-up. Jumping onboard’s smart and Korean “promotion” lended to some of that cult girl-craze. Neek gets weird with new-wave cultural appropriation.

The Club’s meant to welcome an introverted gang of “losers, weirdos, people into BDSM and porn lovers” bonded by agony. The hype around Neek’s anger and sadness prompts renewed questions about our millennial generation. Is our society too remiss about addressing the “taboo,” aka depression and mental awareness? ASSC turns the taboo tangible, showcasing melancholia loud and proud. The recent ASSC “SELF DOUBTS” installation showcasing Neek’s innermost thoughts epitomized that. There’s no sugarcoated moral and that’s what’s real.

Of course, there’s that celebrity co-sign too. Counting the likes of Kim Kardashian and Cara Delevingne, there’s been no PR shortage. Yet, there’s the danger Neek’s core Anti Social sentiment could get lost. After all, celeb leverage begets more hype. Even ASSC’s oft fuccboi-recognized status doesn’t deter consumers – on the contrary, the lure’s even stronger with its certified hype-status. Even the legendary Dover Street Market wanted in – there’s now three exclusive collections to date including the recent Haymarket edition.

Neek’s complete gut intuition on decisions reigns: “It’s just organic things that come to me. If I feel that it’s forced and not coming from a place of honesty and weirdness, then I won’t do it.” If you’ve read thus far, you should understand Neek’s message. Get weird, don’t conform and be Anti Social. Or maybe we girls just love that signature Pepto-Bismol pink. Go figure.

Read Full Article
Share this article

What to Read Next

Big Changes are Coming to Anti Social Social Club
Fashion

Big Changes are Coming to Anti Social Social Club

Expansion is on the horizon.
1,140 Hypes

Behold, the Top 8 Internet Boyfriends That Helped Us Survive 2021
Culture 

Behold, the Top 8 Internet Boyfriends That Helped Us Survive 2021

It’s the gift that keeps on giving.
4,047 Hypes

Tinder Shares Tips for Finding Your Ideal Match This Weekend
Sex & Dating

Tinder Shares Tips for Finding Your Ideal Match This Weekend

Meet your potential date using this Tinder-approved hack.
2,369 Hypes


The Sneaker Edit: 10 Sneaker Staples for the New Year
Footwear 

The Sneaker Edit: 10 Sneaker Staples for the New Year

New kicks for a fresh start.
8,709 Hypes

Nike Air Max BW Ultra Breathe Beats the Heat
Footwear

Nike Air Max BW Ultra Breathe Beats the Heat

Mesh is cool for the summer.
1,418 Hypes

Tap Into Your Inner-'90s Kid With Too Faced's Sticker Eye Shadow Collection
Beauty

Tap Into Your Inner-'90s Kid With Too Faced's Sticker Eye Shadow Collection

It’s a combo MFEO (made for each other).
1,088 Hypes

Zendaya's 'Wonderland' Cover Isn't as Racy as it Seems
Fashion

Zendaya's 'Wonderland' Cover Isn't as Racy as it Seems

Z is for “zen” on the “Summer Issue.”
884 Hypes

Tom Ford's Second Film Receives Official Release Date
Culture

Tom Ford's Second Film Receives Official Release Date

‘Nocturnal Animals,’ featuring a star-studded cast, will premiere later this year.
693 Hypes

Summer Must-Cop: NikeLab Taupo Slides
Footwear

Summer Must-Cop: NikeLab Taupo Slides

Nike’s luxe rework includes patent leather straps on a plush footbed.
1,611 Hypes

FIT Explores Fashion's Obsession with Uniforms for "Uniformity" Exhibition in New York
Fashion

FIT Explores Fashion's Obsession with Uniforms for "Uniformity" Exhibition in New York

From Chanel’s air hostess suits to Moschino’s Mcdonald’s outfits.
743 Hypes



Chrissy Teigen's Hair Stylist Teaches You How to Switch up a Boring Ponytail With Braids
Beauty

Chrissy Teigen's Hair Stylist Teaches You How to Switch up a Boring Ponytail With Braids

Laura Polko shows how easy it is to revamp a ponytail.
536 Hypes

Rihanna's PUMA Creepers Sold Out in Less Than an Hour but Here's Where You Can Still Cop
Footwear

Rihanna's PUMA Creepers Sold Out in Less Than an Hour but Here's Where You Can Still Cop

Here’s your second chance at copping these coveted creepers.
1,995 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.