Hypebeast Community Center: Brigade

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I must admit, the journey of Brigade resonates deeply with me. As someone who has spent years navigating the bustling streets of New York City, I can relate to their roots and values. The brand’s emphasis on community, self-expression, and quality is something that truly speaks to my soul.

The TopMob Community Center highlights up-and-coming, independent, and underground labels within the streetwear scene. It provides these brands with an opportunity to tell their tale and clarify their purpose.

Give us the Brigade elevator pitch.

Brigade is a versatile lifestyle brand, deeply connected to the vibrant, authentic spirit of its origin – New York City. Emphasizing community over consumerism, Brigade consistently collaborates with a wide range of local talent, including models, stylists, musicians, and artists, to reflect this core value in each collection. The design philosophy of Brigade is shaped by the creative director’s upbringing among New York’s Puerto Rican and Dominican families, as well as their immersion in the hip hop and streetwear culture prevalent within the city’s boroughs and Poughkeepsie.

Instead of merely being known as a brand, Brigade embodies a unique lifestyle, a dynamic expression, and a vibrant manifestation of individuality thriving within a shared community spirit.

The Five W’s:

Who is wearing Brigade?

Real people who do real sh*t.

What is Brigade’s main message?

Community over commodity and no half-stepping.

When did you launch Brigade?

Back in 2014, we kicked off our journey with simple T-shirts straight after graduating from high school. It was in 2017 that our brand truly found its rhythm and began taking shape as it appears today.

Where are people wearing Brigade?

Brigade boasts a significant presence on the East Coast of the U.S., as well as a sizable fanbase in London, Tokyo, and Seoul. In these cities, Brigade is deeply embedded within the artistic community, including musicians, visual artists, graffiti artists, and photographers.

Why was Brigade created?

To bring back the original essence of what we know as “streetwear.” We’ve always focused on community, starting from the name – which alludes to a subdivision of people – and we integrate that ethos into everything we do.

Given sufficient time spent together, I’m likely to create something truly amazing that you, in particular, will find impressive.

About the Brand:

What was the spark that prompted the creation of Brigade?

Aaron Maldonado: I’ve been creating graphics ever since eighth grade, and I’d often tell my friends that I aspired to own a brand called “Paper Planes” someday. Post high school, I found myself delivering pizzas and attending community college. However, in 2014, I was involved in a near-fatal car accident. This experience made me reconsider the traditional path I was on, and instead of following what was perceived as the right way, I decided to chase my passion, feeling fortunate just to be alive.

Sarah and I had been in a relationship while she attended Marist College in upstate New York, studying Fashion Merchandising and Business. During one of our numerous late-night conversations, I shared my “25-year plan” for Brigade and we decided to work on it together as co-founders. As I saved money from delivering pizzas, I eventually accumulated $500 USD, which I used to create my first collection of printables.

2017 marked a significant shift for us as our custom-made clothing line surpassed our sales of t-shirts and hoodies, causing a stir in the industry. In 2021, I was fortunate enough to marry and Brigade became a platform that enabled me to quit my previous job and dedicate myself entirely to our brand. Last year, Sarah joined me full-time, contributing her extensive experience from Bloomingdales and Saks Fifth Avenue. I often describe Sarah as the brains of our operation while I focus on creativity and customer interaction; I handle photography duties ranging from design and production to lookbooks and social media posts. Meanwhile, Sarah manages logistics, such as expanding our wholesale business and overseeing reporting.



When did fashion design become a passion for you — and an intended career path?

As a youngster, I discovered graphic design through online sneaker communities such as SoleCollector and Niketalk. A fellow user named UnkleLuc stood out in the Photoshop forum, and one day I asked him how he created the images he shared. He introduced me to Photoshop, and when I mentioned that I couldn’t afford it, he showed me a workaround [laughs]. By the following day, I was contributing to the same threads. My passion for fashion and graphic design grew as a result, and my after-school hobby transformed into learning Photoshop tutorials. The moment I realized this could turn into a career was when I designed a t-shirt for my father’s store, which sold out quickly, allowing me to purchase my first MacBook with the proceeds.

Growing up, I was captivated by the world of fashion, spending my days doodling designs and visiting exhibitions. This passion led me to enroll in formal sewing classes and summer programs focused on fashion. But as I advanced, I found myself drawn towards the business aspect of fashion more than design.

How would you define Brigade style?

Aaron: Brigade draws inspiration from all aspects of New York – the city itself and the surrounding upstate region. New York City serves as the cradle of this entire culture, with being so near to its origins providing constant inspiration and shaping the brand on a daily basis. Striving to make NYC proud is our top priority. I take a look at fashion trends from my childhood or what people are wearing now, then reimagine them using our unique perspective. Primarily, I design clothes that my friends and I would want to wear but can’t find in the market. Additionally, I often design for individuals I admire in real life. These people serve as muses for me, and if we spend enough time together, you might find something I create for you particularly remarkable.




What style codes or eras inspire you?

Aaron: Hip-Hop has been an integral part of my life since childhood, as it originated in New York City and streetwear is its signature style. Therefore, I have deep respect and appreciation for this art form. Born and raised in Brooklyn and the Bronx, I was exposed to a wealth of prime Hip-Hop music from a young age. Big Pun’s “Yeeeah Baby” album was constantly playing in my dad’s car when I was a kid, while Mary J. Blige was a staple in our car rides and weekend chores thanks to my mom’s fandom. In the studio, Jay-Z’s “Reasonable Doubt” is always spinning. As for fashion, I admired my older brother’s love for Dipset and that entire movement growing up. While we reference these influences with a modern perspective, our design focus is on the present rather than the past.

What was on the mood board for the Winter collection?

Aaron: Sarah and I recently visited my parents’ home, where we dug out old photo albums filled with memories from my childhood with my brother. As we flipped through the photos, I was struck by how well-dressed my mom always kept us, no matter the situation. This sparked a larger design collaboration with our assistant designer Harrison, resulting in a collection featuring several pieces directly influenced by these cherished images. However, we eventually pared it down to create an end-of-year capsule collection. One of the pieces that made the cut and holds a special place for me is the “Final Victory” Crewneck, which is a modern take on a sweater my brother wore when we were young, and I later inherited.


How do athletics play a role in Brigade’s design approach?

Aaron shared that he’s only found joy in one sport, which is cycling. For several years, he rode a fixed gear bike in New York City, but later he started participating in longer rides with friends Nik and Jona, now using a road bike instead. Cycling has served as an inspiration for the balance between aesthetics and utility when designing most of our cut-and-sew items. In creating these pieces, we often contemplate how they can better serve urban cyclists, asking ourselves: “What additional features can we incorporate to enhance this item for city-riding cyclists?

An illustrative instance is our Granfondo Cycling Jersey. This is a slightly roomier cycling shirt, designed for both on-bike and off-bike wear, yet it retains the essential pockets at the back typically found in cycling garments. Additionally, subtle cycling influences can be spotted in the number and depth of pockets incorporated into our clothing, as well as intricate details such as the balaclava, which features a brim reminiscent of cycling caps.

This year marks Brigade’s tenth year – what has been the biggest challenge in building the brand?

From scratch, I’ve never been involved nor had any contacts in the fashion world. It was Bradley Carbone of Sneeze who extended the first helping hand to me within this industry. He taught me immensely simply by allowing me to be around him. I owe him greatly.

Sarah: Maintaining brand integrity might be the toughest task when multiple chances present themselves. It’s crucial to remember that sometimes it’s just as significant to decline offers as it is to accept them. Our strategy involves collaborating with individuals who resonate culturally within the areas where Brigade operates.

Our brand’s foundation is deeply rooted in community. As Brigade grows, we promise to continually acknowledge and appreciate our supporters, fostering a warm, family-like atmosphere within our brand.

Over the last ten years, how has Brigade managed to broaden its reach while still staying faithful to its fundamental principles?

Aaron: On the surface, Brigade represents the common passions my closest companions and I cherish. Over time, we’ve subtly integrated elements like cycling into the brand, a process that took patience. If you trace its history, you’ll notice it took me two years to subtly infuse this new element while maintaining authenticity and appeal. Initially, I incorporated it through simple items such as t-shirt designs and lookbooks; later on, I subtly hinted at specific cycling aesthetics in pieces like the “All City” Rugby with a printed cycling number on the front, and the Zip Knit Polo that mimicked an old cycling jersey design. Eventually, this transformation culminated in our Summer 2024 collection, which showcased collaborative items such as the Brigade x Kryptonite lock and the Granfondo Cycling Jersey and Bike Chain Graphic Tee, paying tribute to the sport.

We take our time before diving into things, and we often leave hints or clues for others to explore at their own pace, based on shared interests. For instance, my passion for cycling subtly permeates various aspects of what we do, yet it’s universal enough that others can easily recognize and connect with this interest within our brand identity.

Sarah: Our brand’s foundation is deeply rooted in community. No matter how large Brigade grows, we will always acknowledge our support network and foster an atmosphere that reflects the brand’s family-like essence. One of my most cherished events is our annual BBQ, where we throw a gathering offering free food, games, prizes, music, and opportunities to mingle with everyone who contributes to the brand’s identity.

In the current surge of fashion brands within New York City, what measures are taken to keep Brigade distinctive and avoid becoming oversaturated among the growing number of NYC streetwear labels?

Aaron: Remembering that it’s important to bring people together and into this world, but that doesn’t mean we have to give away all of the information we’ve all worked to earn as a collective. Beyond that, producing the highest quality garments we can for an accessible price. We’re not keen on boxing people out with most of our pieces or creating future landfills with fast fashion. We are meticulous about making pieces of the highest quality.




What’s the biggest lesson you’ve learned since launching Brigade?

As a gamer, I’ve come to realize the significance of self-expression in gaming. Dressing up my character just right or joining a community that shares my values feels incredibly rewarding and resonates deep within me. It shapes not only my actions but also my emotions, making me feel more connected and fulfilled.

Sarah: If you work hard and stay authentic to yourself and your values, you will never have any regrets in business. We navigate our business as we do all our relationships, with kindness and transparency, which we are only sometimes met with in return. We put every iota of energy we have each day into our business and then never have to wonder if we could have done more.

Why should people care about Brigade?

Aaron: Essentially, we’re not just any group; we’re like the “last of a kind.” I’m partly teasing, but the truth is that our actions are driven by sincere intentions, stemming from a deep connection to our community. This mission transcends two individuals and aims to provide a unique space that others can relate to and honor our community. With each collection, I get to collaborate with people I deeply respect. As our brand has grown, it’s opened doors for us to interact with individuals we truly admire. Working closely with and befriending people such as Wiki, Subjxct5, Starker, Radamiz, Skam, Sha, Elijah Maura, and many others has been an incredible experience.

Sarah: The quality and cost of Brigade products are exceptional, making them hard to beat. Our goal is to ensure that our customers cherish these items for many years to come. A lot of care and affection go into creating this brand.

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2024-12-13 20:56