Been Trill, the streetwear label originally founded by Matthew Williams, Virgil Abloh, Heron Preston and Justin Saunders, has partnered with Australia’s streetwear retailer Culture Kings to launch an adult streetwear and accessories collection, in a deal brokered by IMG.  

The new line features Been Trill’s bold colors, detailed embellishments, and signature styles in a collection of jackets, tracksuits, hoodies, T-shirts, bags, hats and more. The collection is available now in-store and online at Culture Kings in Australia and New Zealand (ANZ).  

"Culture Kings are thrilled to have secured a license for Been Trill to fill a gap in the market for customers seeking attainable high-end streetwear,” says Matthew Crestani, senior designer, Culture Kings. “We aim to open up an opportunity for our target demographic to experience the quality and trend-driven graphic direction of certain corners of the luxury fashion market but at a more accessible price point. With this in mind, we are incorporating futuristic themes for graphic and garment design to evolve the Been Trill brand into something memorable and that cements a strong legacy at Culture Kings.”  

“Been Trill has positioned itself at the center of culture and we are thrilled to partner them with Australia’s leading streetwear retailer, Culture Kings,” says Diana De Jesus, licensing manager, IMG. “Designed to stand out from the crowd, the fashion-forward line is premium quality, and we are looking forward to its launch.”   

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