German based streetwear brand Live Fast Die Young LFDY Hoodie is all about taking chances and rebelling. When the brand was founded in 2012, its edgy designs and unapologetic attitude quickly won it a cult following. Bold graphics, vintage washes, and oversized silhouettes are characteristics of LFDY apparel. “Live fast, die young,” is the brand’s motto, which reflects its rebellious nature and appeal to people who live life on their own terms.
The story of Live Fast Die Young begins with a screen printing machine. Lorenz Amend of Düsseldorf purchases one shortly after graduating from high school in 2005 in order to indulge his passion for designing and printing on T-shirts. Hip-hop and graffiti are his sources of inspiration. Amend intentionally selects oversized cuts for his shirts; while unusual at first, this look has become the quintessential streetwear. He didn’t pursue a career in fashion or study the industry, but his love of streetwear and inventiveness keep him going. He initially creates in his Flingern backyard, only for himself. Demand spikes quickly, followed by the first eBay sales. Ultimately, Live Fast Die Young Clothing GmbH is established in December 2012 and opens an online store. Nine years later, LFDY is already turning a profit in the middle of the eight figures from streetwear, and when a new collection is released, customers line up around the block for five of the stores. There isn’t another German streetwear brand expanding as quickly.