BOLD. EDGY. EXCLUSIVE.

Establishing our first tailoring shop in London in 1910, we've been shaping the fashion industry since our humble beginnings. Today, we focus on curating the best collections of 0–16 kids clothing, from classic Stone Island Junior and Moncler staples to statement pieces from Gucci, Kenzo and Burberry. Home to the freshest drops and exclusives.

We stand for urban luxury fashion and offer modern collections for a discerning audience. Our goal? A privileged shopping experience - just for you! Our unique and limited capsule collections are like your individual fashion ID, constantly evolving but always on trend. We combine streetwear with the latest trends and high-quality materials.

THE 52 DROP PROJECT is more than just a fashion store. Music, film, art and culture come together here to set new standards in the fashion world. That's why we work with exclusive designers and styles and offer a partnership for influencers and celebrities (like Drake and the brand I'M NOT A RAPPER) who want to create their own brand with us. Premium streetwear is conquering the world.

OUR VALUES

QUALITY
SUSTAINABILITY
DIVERSITY AND INCLUSION
CONTINUOUS DEVELOPMENT

OUR PARTNERS

LABEL CREW. Brands and licenses are lived here. LABEL CREW was founded in 1995 as part of JCK Holding and is based in 49610 Quakenbrück, Germany. As a strong production partner of THE52, the LABEL CREW plays a crucial role in the creation and development of our products, which are optimally tailored to our customers.