Tagline
BASED ON A TRUE STORY
LFDY is a streetwear brand based in Düsseldorf, Germany, launched in 2013 with Lorenz Ament at its center. It began in a 40-square-meter backyard with its own T-shirt printing machine and offers T-shirts, hoodies, jackets, pants, caps, and other items. Grounded in independence and a self-made ethos, the brand creates collections inspired by street culture, urban life, lyrics, and major social movements. With the aim of becoming “a brand that defines today’s generation,” it has expanded from Düsseldorf to cities across Europe.
Concept
Becoming a brand that defines today’s generation while never stopping and straying from the path.