agr

Founded in 2019 by designer Alicia Robinson, a Chelsea College of Art graduate with experience at Yeezy and A-Cold-Wall*, AGR is a London-based label redefining British knitwear. The brand first gained attention when Robinson’s friends wore her colorful creations to Notting Hill Carnival, an event whose vibrant, community-focused energy remains a core inspiration. AGR is celebrated for its bold, maximalist style, using a riot of color, experimental techniques, and unexpected textures in its unisex collections. Signature pieces include acid-bright mohair jumpers, intricate pointelle-knit dresses, and tie-dyed denim.\n\nWhile knitwear is central, the brand has expanded to include puffer jackets and accessories, all infused with the same rebellious, high-energy spirit. AGR has engaged in high-profile collaborations with Nike, Levi's, and Playstation and was a semi-finalist for the prestigious LVMH Prize in 2021. The brand is committed to pushing sustainable practices, incorporating certified yarns, recycled denim, and deadstock materials into its collections, which are developed in its own South London studio on an industrial Stoll knitting machine. Worn by celebrities like Rihanna and Megan Thee Stallion, AGR has cultivated a cult following for its technically complex and visually disruptive designs.