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urbancoolab’s ver own in-house brand, UCL, is an artistic platform that brings an expressive mix of humor, subversion, fictional characters and a plethora of other subcultural touch points to the collective design table. UCL follows no preset rules, choosing instead to operate in the absence of corporate structure. Comparable to streetwear itself, the brand turns a blind eye to any preconceived notions of what “should be” and maneuvers on the precepts of what “can be.”

UCL’s design ideologies become immediately apparent through its diverse product catalog. Some pieces adhere to potent visual branding via eye-catching imagery, while others call attention to hidden philosophical teachings meant to invoke deep rumination. The brand’s initial capsule covers a wide range of subcultures and disciplines with no mandated direction to follow; and as far as UCL is concerned, that is exactly the point.