Our story
Individual.
By nature.
London roots. An independent spirit. Streetwear and loungewear for people who dress their own way.
Where it began
Defiant Attitude began in London in 2022 with a simple belief: you should feel free to be yourself.
The city's mix of cultures, styles and perspectives shapes our approach. We believe clothing should express who you are, not tell you who to be.
Our motto
Non sine periculo
Not without risk. A reminder to trust your own direction.
Our attitude
Be yourself
Your background, your voice, your style. Own them.
Wear it your way
Take inspiration from the city. Make it your own.
Never apologise
Confidence without compromise. Individuality without judgement.
Founded by
Oliver Hevicon
Founder