IRIEDAILY is not just a Berlin streetwear brand; it's a story of friendship, DIY, responsibility, respect, and the challenge of staying true to the "STAY DIFFERENT" DNA.
In 1990, the foundation of IRIEDAILY was laid by the screen-printing shop WARD PRODUCTIONS, founded by Walter Molt, Achim Probst, Roland Wagner, and Daniel Luger. Following the principles of DIY (DO IT YOURSELF), they learned how to handle textiles and print T-shirts, passionately creating band merchandise for Berlin bands like Jingo de Lunch, Plan B, and Einstürzende Neubauten.
In 1994, they stopped producing merchandise for other bands and pursued the growing idea of creating their own streetwear style. Joining the IRIEDAILY founders Daniel Luger, Roland Wagner, and Walt Molt was street artist Jaybo Monk as Art Director, whose distinctive style significantly shaped the face of IRIEDAILY for years.
Sustainable growth has always been important to the company owners, helping IRIEDAILY navigate various crises in the textile industry unscathed and stand on solid ground with a loyal fan base. They offer men's and women's collections and numerous accessories, blending streetwear, sportswear, and street fashion. Over the past 30 years, the team has grown steadily, with many employees on board since the early days!
In recent decades, IRIEDAILY has not only focused on its iconic streetwear design language but also delved deeply into sustainability and social responsibility in its production facilities. IRIEDAILY values environmentally friendly production processes and fair working conditions. The brand is a member of the Fair Wear Foundation and works closely with it to improve working conditions in the textile industry. Additionally, all IRIEDAILY styles are PETA-Approved Vegan!
Close ties with the sports, art, and music scenes and their support make IRIEDAILY an authentic brand. Taking a clear stance against racism and supporting various organizations dedicated to antiracist work is a given for IRIEDAILY. This commitment is evident in the latest jersey collaboration with the Berlin band Beatsteaks, featuring the lived claim #catenacciogegenrassismus on the sleeve, now shared with the world by all fans.
Celebrate 30 years of IRIEDAILY with us and discover the IRIEDAILY x Blue Tomato T-shirt collection in your Blue Tomato shop or online, representing 5 Oldtime Classic designs from IRIEDAILY's early days! And don't forget the IRIEDAILY X BT SC jersey T-shirt!
