American streetwear label known for its ironic, Y2K-inspired designs and post-internet cultural commentary.
ORIGIN
United States
PRICE TIER
contemporary
SPECIALIZATION
UNISEX
Founded in 2020 by Alex Haddad and Skylar Newman, Praying is a Los Angeles and New York-based label that has rapidly become a defining voice in post-internet fashion. Born from the founders' shared disillusionment with their previous careers, the brand channels a distinct blend of Y2K nostalgia, religious iconography, and deadpan internet humor. Praying operates as a wearable meme, utilizing agile production methods to quickly respond to shifting online sentiments and pop culture moments.
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