Streetwear is an ever-changing game. While there may well be brands that are mainstays within the scene, the great thing about the industry is how welcoming it is to newcoming brands. Unlike high fashion, it’s possible for upcoming labels to break into the big league, but of course this doesn’t come without hard work and great designs. Here at Crepslocker we’re always keeping our eyes peeled in order to spot the latest emerging trends or new designers, which is how we discovered Denim Tears back when it first launched in 2019.
Created by Tremaine Emory, Denim Tears is a brand that creates regular collections, with each of them following a detailed narrative to tell stories, often referring to what Emery calls the “African Diaspora”. Having collaborated with some of the biggest names in the business and continuing to rise in popularity, Denim Tears could just be streetwear’s latest obsession. Join us here at Crepslocker as we take a deep dive into the history behind the label and analyse some of its best pieces to date.
The Man Behind Denim Tears
In order to understand Denim Tears and comprehend how the label has managed to thrive almost instantly, we first need to understand exactly who Tremaine Emory is. Born in Georgia USA and raised in New York City, Emory was interested in fashion and design from a young age, working stints in retail for Marc Jacobs and various other brands. In 2010, he moved to London and launched No Vacancy Inn, a label that touched upon streetwear, club nights and music.
Eventually, Tremaine Emory landed a serious role at Stüssy, picking up the title Art Director At Large. He’s since collaborated with the likes of Kanye West, Frank Ocean and Virgil Abloh on a number of different projects, placing him comfortably within the realms of streetwear’s elite. Things were dialled up a notch in 2022 too, when Emory was named as the Creative Director of Supreme, although he’s since stepped down from this role to continue to pursue the Denim Tears vision.
The Rise of Denim Tears
Denim Tears first began back in 2019, well before Tremaine Emory’s Supreme fame started. Touching on important cultural issues rooted around African American history, the label’s first collection birthed the brand’s now-iconic Cotton Wreath logo, and also featured pieces in collaboration with Levi’s, a brand that’s now a regular Denim Tears collaborator. The brand quickly rose to prominence throughout its infancy, racking up a serious amount of celebrity endorsement and launching some incredibly successful collaborations.
At the time of writing, the popularity of Denim Tears has skyrocketed even further, with data showing that Google searches for the brand’s name have risen by 303% since the start of 2023. Internal data also shows that Denim Tears now sits comfortably within our top 10 performing brands, showing that the relatively new label can compete with the likes of Louis Vuitton, Dior and Goyard.
Who Has Denim Tears Worked With?
We previously touched on Denim Tears’ impressive number of collaborations, so it’s only right that we take a look at some of the best we’ve seen since the label’s inception. First off, it’s important to mention the regular Levi’s collaborations we’ve seen from the brand – jackets, jeans and even hats have all made their way onto the market. In terms of footwear, Denim Tears has joined forces with the likes of UGG, Converse, ASICS and many more.
We’ve also seen the brand team up with some serious streetwear players, such as Stüssy (this one was obvious, considering Emory’s past role with the brand), Champion and Cactus Plant Flea Market. In 2023, we even saw Denim Tears collaborate with esteemed French fashion house Dior to launch the highly-limited “Dior Tears” collection.
What’s Next for Denim Tears?
It’s certainly safe to say that Denim Tears has experienced exponential growth since the brand’s inception in 2019. The label has risen to fame within the space of just five years, continuing to offer up unrivalled storytelling and incredible designs. But what’s next for the brand? At this point, it’s difficult to say, but if Tremaine Emory and his team continue with the same amount of passion and effort, we’re likely to see the label achieve even further success and popularity within the streetwear industry.
Be sure to stay locked in right here at Crepslocker, as we’ve always got the latest Denim Tears products in stock for you to shop right now, as well as hundreds of other brands both old and new.
Images via Crepslocker/Denim Tears
