Timeline

2014
Founded above the Themistokleous print shop, 40 hand-printed tees
2016
Move to Kallidromiou basement, monthly drops launch
2018
Riot Cap, first piece to sell out under 30 minutes
2020
UW//04 members club launches during lockdown
2022
Concrete Hoodie released, becomes the house signature
2023
Athens Marathon Capsule, 200 pieces, 12-minute sell-out, funds Petralona skate park
2024
Iroon Square store opens in Psyrri, first international order to Tokyo
2026
Marathon Capsule II and ten-year retrospective

Awards / Press

Lifo "Best Athens Streetwear Store" 2022 + 2024Provocateur Cover Story, March 2025

What We Stand For

Real support

Real support

Email replies within one business day, by humans who know the catalog.
Curated catalog

Curated catalog

Every product gets a four-week trial in our own team before it reaches the shop.
Direct partnerships

Direct partnerships

We work with the makers themselves wherever we can — fairer for everyone.

Meet the Team

Stelios Mavroudis

Co-founder, Buying

Dimitra Roussou

Co-founder, Print & Design

Petros Iliadis

Store Manager, Exarchia

Eleni Karra

Drops & Members Lead

Ready to work with us?

Get in touch and let's talk.

Contact us