The rotation of so-called “hype” labels in the streetwear community has been steady for several years now. Supreme, Palace, BAPE, YEEZY, Gosha Rubchinskiy, OFF-WHITE. When it comes to igniting consumerist hysteria among stylish youngsters, these guys stand unconquered – at least within the mainstream.

But there exists a brand just a few thousand miles south of the American border which holds just as much clout over local streetwear folk as any of the aforementioned names. Facetiously dubbed CRACKXCOCAINE, the label has been causing considerable commotion on the streets of Mexico City thanks to its DIY direct-to-consumer business method, audacious branding and drug-fueled history (as the namesake suggests).

During a recent trip to the Mexican capital, I caught up with CRACKXCOCAINE’s founder, a young guy by the name of Alan, to find out more about his controversial past and discover how a brand that’s currently peddled at subway stations is putting Mexico City on the streetwear map.

When did you first start the brand?

In 2011.

Why did you start it?

I would like to say that it was because of the passion and interest I have for the fashion industry and streetwear. I mean, I’m not saying that I wasn’t into fashion already, but you can’t bring food to the table with only having a passion, you know?

The reality is that I needed to do this project because I wasn’t doing things right, and this was my only way out. Nothing good was coming out of it; I mean, I was selling drugs and taking drugs. I’m actually not sure if saying this is a good idea or not.

I don’t have any university education and I only finished high school, but I’ve been a digital illustrator for a while. I’ve been drawing since I was 17 and I’m the mind behind all my brand’s designs.

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