Brand story

Born from the chaos of the crowd and the pulse of a bassline, Amped was built for those who live their loudest selves when the lights go down and the volume goes up.

AMPED is a grunge brand that designs convertible concert outfits built for mobility, energy, and raw expression, AMPLIFYING your experience. Wearers can detach, adapt, and rebuild their look in seconds. Clothes that perform as hard as the people who wear them.

Keywords

mobility

convertibility

edgy

rebellious

streetwear

Done by Eng Yi Hui

Target market

Age: 18-30
Occupation: Students, musicians, designers, creatives, baristas, freelancers
Gender: all genders
Hobbies: going to concerts, art, playing music, collecting vinyls

Personality traits: Free-spirited, Rebellious, Emotional, Individualistic, Experssive
- They regularly attend concerts and dress in ways that are both comfortable and stylish. The experience of lights flashing, bass vibrating, and crowds moving in unison is what people enjoy most about live music.
- Their clothes move, breathe, and shift with them, making it both expressive and functional. They look for clothes that are grunge-inspired, edgy, and effortless, but never impractical, in order to exhibit their individuality.
- For them, comfort represents individuality rather than simplicity. For mosh pits, late nights, and life-affirming moments, they want apparel that feels as good as it looks.

target audience board

Done by Eng Yi Hui

Competitors

KSUBI

Ksubi is an Australian fashion label known for its rebellious spirit, raw aesthetic, and edgy denim. Founded in 1999 in Sydney by a group of surfers and creatives, the brand quickly gained international attention for its anti-establishment attitude and distinctive, distressed designs. Originally named Tsubi, the brand rebranded to Ksubi after a legal dispute in 2006.

Ksubi is best known for its signature skinny jeans, ripped denim, bold graphic tees, and oversized silhouettes, often marked with its iconic cross logo. It blends streetwear with punk and skate influences, making it a favorite among artists, musicians, and trendsetters who appreciate non-conformity and attitude in fashion.

Despite its underground roots, Ksubi has collaborated with high-profile figures like Travis Scott and Kendall Jenner, maintaining credibility in both luxury and streetwear circles. Today, the brand continues to stand out for its gritty aesthetic, quality denim craftsmanship, and unapologetically bold designs.

KILLSTAR

Killstar is a UK-based alternative fashion brand founded in 2010, known for its bold fusion of gothic, occult, and punk-inspired aesthetics. The brand embraces a dark, rebellious identity, offering clothing and accessories that blend edgy streetwear with mystical symbolism and a heavy dose of attitude.

Popular for its all-black color palette, oversized silhouettes, graphic prints, and occult motifs (like pentagrams, moons, and skeletons), Killstar caters to those who want to express individuality through alternative style. Its collections include not just apparel, but also footwear, homeware, and accessories—allowing fans to fully immerse in its aesthetic.

Killstar is especially popular among the goth, grunge, witchy, and alt communities, and is celebrated for embracing self-expression, non-conformity, and gender-fluid fashion. With slogans like “Witch, Please” and unapologetically dark visuals, the brand challenges mainstream fashion norms while creating a strong, loyal global following.

DISTURBIA

Disturbia is a UK-based alternative fashion brand that blends goth, punk, grunge, and streetwear influences into a bold and rebellious aesthetic. Founded in 2003, Disturbia has built a strong identity around dark themes, subculture references, and a defiant attitude toward mainstream fashion.

Known for its graphic-heavy designs, distressed finishes, and monochrome palettes, the brand often explores themes like existentialism, mental health, and counterculture. Its collections include unisex clothing, accessories, and loungewear that appeal to those with a taste for the unconventional and edgy.

Disturbia stands out for its DIY-inspired, socially conscious approach, often producing limited runs and focusing on ethical manufacturing. It has gained a loyal following among fans of alternative fashion who value self-expression, individuality, and a touch of darkness in their wardrobe.

R13

R13 was founded in 2009 by designer Chris Leba, a former Vice President at Ralph Lauren, with a mission to reinvent classic American denim through a punk-rock perspective. Based in New York City, the label quickly gained a cult following for its defiant attitude, distressed detailing, and deconstructed silhouettes. Rather than chasing trends, R13 embodies rebellion, infusing every collection with a raw, unapologetic edge.

Defined by its gritty, grunge-inspired aesthetic, R13 celebrates imperfection and individuality. The brand’s signature pieces include oversized flannels, slouchy drop-crotch jeans, shredded denim, and platform combat boots. Its silhouettes carry an androgynous, masculine energy—from borrowed-from-the-boys denim to boxy outerwear and layered, textured looks that channel both ’90s Seattle and modern New York. Though rooted in rebellion, R13 maintains a luxury standard, using premium Japanese and Italian fabrics designed to age beautifully and endure wear while preserving their authentic, lived-in feel.

NUMBER (N)INE

Number (N)ine was founded in 1997 by Japanese designer Takahiro Miyashita in Tokyo. The brand’s name was inspired by The Beatles’ song “Revolution 9,” reflecting Miyashita’s deep love for rock music, which heavily influenced his designs. Number (N)ine became known for its fusion of Americana, military influences, and grunge-rock aesthetics, combining distressed fabrics, layered silhouettes, and dark, emotional themes. The label captured the spirit of rebellion and melancholy that defined early-2000s alternative fashion. After more than a decade of critically acclaimed collections, the brand ceased operations in 2009 when Miyashita departed, though its cult influence continues to shape Japanese and global street fashion today.

Done by Eunice Bek Shi Hui

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