Los Angeles-based minimalist label known for its refined cotton basics and anti-celebrity, narrative-driven approach to everyday wear.
ORIGIN
United States
PRICE TIER
contemporary
Founded in 2024 in Los Angeles by Benjamin Priest, alongside NBA player Kyle Kuzma and entrepreneur Daniel White, BAA (Bel-Air Academy) is a minimalist fashion label built on the rhythm of ritual and refined restraint. Priest, a creative-business hybrid with a background working with global brands like McLaren, secured the rights to the Bel-Air Academy intellectual property through a creative partnership with Will Smith. However, rather than leaning into nostalgia or celebrity hype, BAA operates as an "anti-celebrity" brand, focusing entirely on form, fit, and narrative storytelling.