WESC
Encyclopedia
WeSC or We as it is casually known, is a Swedish
clothing brand, based mainly on skateboarding influences and style. Founded in 1999, it has quickly become one of Sweden's most popular brands, within Sweden as well as internationally. WeSC has their own stores in among other places Tokyo
, Aspen
, Beverly Hills, Munich
, Berlin
, Paris
, Athens
, Oslo
, Montreal
and New York
, as well as being sold in a large number of other cities http://www.lundaekonomerna.se/eee/v2staff/talare&foredrag.htm.
The brand first became famous through sponsoring many Swedish underground artists and musicians with connections to the skating world with clothes, and little to no other marketing. Among the first to sport WESC clothes were Swedish hip hop acts Looptroop
and Timbuktu
. This helped WESC to gain an underground, "alternative" image which turned out to be very popular with many young Swedish consumers, critical of other companies and their perceived "greediness". WESC is still sponsoring many famous personalities with clothing, which they refer to as "activists" or "weactivists", among them Jason Lee
, Beth Riesgraf
, Peter Stormare
, Chad Robertson, Jerry Hsu
, Millencolin
, Mikael Persbrandt
, and Kaskade
.
This strategy has also made WESC come under fire because of their constructed "underdog" image, when they in fact are one of Sweden's biggest clothing companies. Their main office in Stockholm
is situated between Gucci
and Cerutti
on Birger Jarlsgatan
, one of the posher streets of the city. Some of their former "activists" have also spoken out how they regret promoting the brand, for example the hip-hop crew Looptroop
. Emcee Promoe
told the Swedish music magazine "la musik" it came to a point where he felt "it was too much" and thought "What have I done?" http://sydsvenskan.se/samtidigt/article72224.ece.
WeSC Reviews & News
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
clothing brand, based mainly on skateboarding influences and style. Founded in 1999, it has quickly become one of Sweden's most popular brands, within Sweden as well as internationally. WeSC has their own stores in among other places Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
, Aspen
Aspen, Colorado
The City of Aspen is a Home Rule Municipality that is the county seat and the most populous city of Pitkin County, Colorado, United States. The United States Census Bureau estimates that the city population was 5,804 in 2005...
, Beverly Hills, Munich
Munich
Munich The city's motto is "" . Before 2006, it was "Weltstadt mit Herz" . Its native name, , is derived from the Old High German Munichen, meaning "by the monks' place". The city's name derives from the monks of the Benedictine order who founded the city; hence the monk depicted on the city's coat...
, Berlin
Berlin
Berlin is the capital city of Germany and is one of the 16 states of Germany. With a population of 3.45 million people, Berlin is Germany's largest city. It is the second most populous city proper and the seventh most populous urban area in the European Union...
, Paris
Paris
Paris is the capital and largest city in France, situated on the river Seine, in northern France, at the heart of the Île-de-France region...
, Athens
Athens
Athens , is the capital and largest city of Greece. Athens dominates the Attica region and is one of the world's oldest cities, as its recorded history spans around 3,400 years. Classical Athens was a powerful city-state...
, Oslo
Oslo
Oslo is a municipality, as well as the capital and most populous city in Norway. As a municipality , it was established on 1 January 1838. Founded around 1048 by King Harald III of Norway, the city was largely destroyed by fire in 1624. The city was moved under the reign of Denmark–Norway's King...
, Montreal
Montreal
Montreal is a city in Canada. It is the largest city in the province of Quebec, the second-largest city in Canada and the seventh largest in North America...
and New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, as well as being sold in a large number of other cities http://www.lundaekonomerna.se/eee/v2staff/talare&foredrag.htm.
The brand first became famous through sponsoring many Swedish underground artists and musicians with connections to the skating world with clothes, and little to no other marketing. Among the first to sport WESC clothes were Swedish hip hop acts Looptroop
Looptroop
Looptroop Rockers is a hip hop group from Västerås, Sweden. The members are rappers Promoe , Supreme , DJ/Producer Embee and CosM.I.C...
and Timbuktu
Timbuktu (artist)
Jason Michael Robinson Diakité , known under the stage name Timbuktu, is a Swedish rapper and reggae artist. Earlier in the mid-1990s, he started as part of rap Excel before going solo as Timbuktu.-Biography:...
. This helped WESC to gain an underground, "alternative" image which turned out to be very popular with many young Swedish consumers, critical of other companies and their perceived "greediness". WESC is still sponsoring many famous personalities with clothing, which they refer to as "activists" or "weactivists", among them Jason Lee
Jason Lee (actor)
Jason Michael Lee is an American actor and skateboarder known for his role as the title character on the NBC television series My Name is Earl, his portrayal of Syndrome in the film The Incredibles, his role as Dave Seville in the Alvin and the Chipmunks films, and his work with director Kevin...
, Beth Riesgraf
Beth Riesgraf
Beth Jean Riesgraf is an American actress, best known for her portrayal of Parker in the TNT TV series Leverage.Originally from Belle Plaine, Minnesota - Riesgraf is the youngest of six girls...
, Peter Stormare
Peter Stormare
is a Swedish film, stage, voice and television actor as well as a theatrical director, playwright and musician.- Early life :...
, Chad Robertson, Jerry Hsu
Jerry Hsu
Jerry Hsu is a professional skateboarder. He is of Chinese descent.-Biography:At the age of nine, Hsu began recording himself skateboarding, for the purpose of discovering what his skateboarding really looked like...
, Millencolin
Millencolin
Millencolin is a punk rock band that was formed in October 1992 by Nikola Šarčević, Mathias Färm, and Erik Ohlsson in Örebro, Sweden. In early 1993, drummer Fredrik Larzon joined the band...
, Mikael Persbrandt
Mikael Persbrandt
Mikael Åke Persbrandt is a Swedish actor. In Swedish films he usually has lead roles and “tough guy” parts. He is perhaps most famous for his recurring role as the no-nonsense police officer Gunvald Larsson in the latest installment of the Martin Beck movies...
, and Kaskade
Kaskade
Ryan Raddon , better known by his stage name Kaskade, is an American DJ and record producer. On October 20, 2011, DJ Magazine announced the results of their annual Top 100 DJ Poll, with Ultra Records Kaskade placed at #30...
.
This strategy has also made WESC come under fire because of their constructed "underdog" image, when they in fact are one of Sweden's biggest clothing companies. Their main office in Stockholm
Stockholm
Stockholm is the capital and the largest city of Sweden and constitutes the most populated urban area in Scandinavia. Stockholm is the most populous city in Sweden, with a population of 851,155 in the municipality , 1.37 million in the urban area , and around 2.1 million in the metropolitan area...
is situated between Gucci
Gucci
The House of Gucci, better known simply as Gucci , is an Italian fashion and leather goods label, part of the Gucci Group, which is owned by French company PPR...
and Cerutti
Cerutti
Cerutti is an Italian surname. Notable people with such a surname include:*Giuseppe Cerutti , French-Italian author and politician*John Cerutti , American baseball pitcher and television analyst...
on Birger Jarlsgatan
Birger Jarlsgatan
Birger Jarlsgatan is one of the longest streets in central Stockholm, Sweden. The street forms the border between Östermalm and the two neighbouring districts Norrmalm and Vasastaden....
, one of the posher streets of the city. Some of their former "activists" have also spoken out how they regret promoting the brand, for example the hip-hop crew Looptroop
Looptroop
Looptroop Rockers is a hip hop group from Västerås, Sweden. The members are rappers Promoe , Supreme , DJ/Producer Embee and CosM.I.C...
. Emcee Promoe
Promoe
Promoe is a Swedish rapper, and member of Swedish hip hop group Looptroop Rockers, formed in Västerås, Sweden, 1992. He released his fourth album in 2009 entitled Kråksången, and later the same year followed up with the mixtape Bondfångeri...
told the Swedish music magazine "la musik" it came to a point where he felt "it was too much" and thought "What have I done?" http://sydsvenskan.se/samtidigt/article72224.ece.
External links
Official SitesWeSC Reviews & News