ABOUT US

Welcome to htbcrewstore.com

After two years we are finally back at where it all started. We hope you enjoy our new site and stay tuned for updates.

  Honor The Brand (HTB) started out as an online blog in early 2005. We would showcase a wide range of elements that we as a “subculture” are involved in. The main categories were sneakers, graffiti, fashion, and stores. We would go out and purchase every new Nike SB that would get released and showcase it on the site. We would do a full write up about its aesthetics, functionality and history. For the most part, we loved what we were doing since sneakers, fashion, art and skateboarding have always been a huge influence and part of our lives. We really enjoyed taking pictures of small boutiques like Halo that were some of the ground-breakers for this culture in the West Coast. We would talk with the owners and look around the stores at all of the latest fashions and see what we as consumers were really into. I guess you can say the more we interviewed and the more fashions that we noticed, the more our interests transitioned into branching off into our own line.

  We already had a pretty decent audience from our blog and sticker promotion at the time so we figured we would do a couple of tees and throw them on the site for sale. We didn’t have any idea at this point on how to do any advanced illustration work nor how to get designs ready for screen printing. We were basically starting from scratch. We hand-painted some designs on a dozen tees then posted them for sale. Within a matter of hours, they sold out. Our vision was coming to life. We see that you can actually put out artwork at its purest and most raw form and people will appreciate it. That is what we have always been about. We love to create designs and artwork and brand a name. It is the excitement of seeing some random guy or girl at some random place in life wearing our brand that really keeps us wanting to push it.

  We have come a long way in our design work, our crew and our brand since 2005. We have spent countless hours practicing and being students of our craft. We are and always will be a completely raw independent company. We understand the market and see that in most people’s eyes, printing some shirts with the newest colors to match your sneakers equals dollar signs. That just isn’t for us. We choose not to flood the streets with our brand. We dig the fact that we have always lurked in the shadows and stayed underground. Our mentality is “rise fast, fall even faster,” so we take our time and let our company grow at its own pace.

  We can honestly say that our brand has been a huge struggle and a even bigger heartache at times. But in a day where HYPE sells and everyone seems to have their own apparel line, we are still here. HTB is still getting noticed out of the crowd. We are everything that we project into our company. We don’t front to gain capital and we stay humble. We see that there is a grey area in our culture that looks past the “hype beast” genre and wants something real on their body. It is this area that we create for.