In an era where fashion brands bombard us with ads and influencers flood social feeds to push the latest drops before they even hit the shelves, Corteiz has taken a different approach. And it’s working. The London-based streetwear label has built an underground empire by rejecting the usual rules of retail, creating an aura of mystery, exclusivity, and cultural credibility that money simply can’t buy.

A brand that plays by its own rules

Corteiz (often styled as CRTZ) was founded in 2017 by the famously elusive Clint Ogbenna, or, simply, ‘Clint’. Unlike most designers looking to build a brand, Clint doesn’t do interviews, doesn’t run traditional ad campaigns, and keeps Corteiz’s Instagram private. Its website is locked behind a password (don’t fall for the numerous copycat sites selling knock-off items), and access to product drops is reserved for those who are truly paying attention. In an age of instant gratification, where everything is available at the click of a button, Corteiz makes people work for it – and that’s exactly why it thrives.

This approach has created a sense of community around the brand, an “if you know, you know” mentality that has only amplified the buzz. Corteiz fans don’t just buy the clothes; they engage with the brand in real life. From cash-only pop-ups to guerilla-style drop announcements, the label keeps its audience on their toes, reinforcing the idea that being part of the Corteiz movement is more than just about owning the gear – it’s about belonging to something bigger.

Scarcity, hype, and a cultural movement

Those who’ve been around the scene for a while will know this formula isn’t new. Brands like Supreme and Palace built their legacy on exclusivity, but Corteiz has taken it further. Product launches are unpredictable, and when they do happen, stock is severely limited. To even get through the virtual doors, customers need to crack a password-protected website, adding another layer of intrigue to the experience.

Beyond the online drops, Clint has orchestrated some of the most talked-about streetwear events in recent years. In January 2023, he staged Da Great Bolo Exchange – a madcap stunt where fans were invited to trade in puffer jackets from brands like The North Face, Moncler, and Supreme in exchange for a limited-edition Corteiz piece. The result? Absolute chaos. Hundreds turned up, and £16,000 worth of donated jackets went to homeless charities. More than just a marketing ploy, it reinforced Corteiz’s DIY ethos and ability to mobilise its audience in a way that few brands can.

Why does everyone want a piece of Corteiz?

Aside from its exclusivity, Corteiz has something that can’t be manufactured – cultural relevance. Its logo, a depiction of Alcatraz island, symbolises rebellion and breaking free from convention, a sentiment that resonates with its audience. This outsider appeal has caught the attention of some of the biggest names in music and fashion. Before his passing, Virgil Abloh was seen wearing a full Corteiz tracksuit. Drake, Stormzy, and Skepta have all been spotted in the brand, further solidifying its position in the UK streetwear hierarchy.

The label’s grassroots beginnings also add to its appeal. Unlike global sportswear giants, Corteiz wasn’t built in a boardroom. It started in a West London bedroom and has grown through word of mouth, community engagement, and a refusal to conform to industry norms.

Where to buy Corteiz

The short answer? You don’t just buy Corteiz – you earn it. The brand doesn’t operate like a traditional retailer, and that’s part of the game. Collections drop every few months, and releases are available for just a few days at a time. To even get a chance at securing a piece, fans have to stay glued to the brand’s Instagram for updates on passwords, drop locations, and exclusive events.

It’s not just about online releases either. Clint understands the power of physical retail, staging pop-ups where customers can pick up limited pieces in person – often with unexpected twists. A 99p cargo pant sale in West London? That happened. Limited-edition jackets available only via trade-in? That too. Each event reinforces the brand’s hands-on, community-first approach to streetwear.

What’s next?

Corteiz has already disrupted the streetwear scene in a way few brands ever manage. From humble beginnings to collaborations with global names like Nike, the label is proving that an anti-establishment approach can work on a massive scale. The challenge now is maintaining the hype while scaling up.

With a fiercely loyal following and an unpredictable, disruptive spirit, the future of Corteiz is as unconventional as its past. But if history has taught us anything, it’s that Clint and his team aren’t just selling clothes. They’re selling a movement. And as long as they keep breaking the rules, people will keep flocking.

Next up: The best streetwear brands in 2025.