Why: An upstart brand that the hypebeast masses aren't quite ready for yet.

Jumping on the scene in 2012, F.I.T. alum Auston Bjorkman dropped a line that some couldn't fully comprehend. With the street goth look really just getting a pulse in NY, Sir New York was a visionary brand, establishing itself outside the boundaries menswear had set. "Athleticism with a hint of provocation" is some next level philosophy for the brand, and the unique cuts, textures, fabrics and dimensions bring those words to life. Two words: watch out.