Counter Culture

American Classics


From classic American military clothing to 60s Ivy League style, the iconic California skate scene to blue collar workwear, the history of American clothing is rich and varied. Here are some of the biggest names in the game. We're talking about brands like Dickies, Carhartt, Converse, Vans, and Stan Ray – these are the classic labels that have been defining American style for generations. In this feature, we'll take a closer look at what makes each of these brands so timeless, and how they've managed to maintain their status as some of the most iconic names in American style.




One of the bastions of American workwear, Dickies was founded in 1918 and produced uniforms for the U.S Military during World War II. The brands no-nonsense approach to workwear not only meant they were the go to garm for blue collar workers, but for countless subcultures throughout the late 80s and early 90s including hip-hop and skateboarding. Each piece of Dickies clothing stands for the quality, toughness and pride that embodies the spirit of the American worker.




Now a global everyday stable, Carhartt originally found it's feet back in 1889, in Detroit, Michigan. Rapidly gaining a reputation for it's rugged but durable clothing, today, Carhartt is recognized as an American classic and is known for its high-quality, long-lasting pieces. Despite its success, Carhartt has remained true to its roots and continues to prioritize functionality, durability, and quality.





Converse boast of the most instantly recognizable shoes of all time in the Chuck Taylor. It started life as a basketball sneaker and graduated into a fashion icon, and turns a hundred in 2017. Far from being an old man, the Chuck Taylor is stronger than ever, with Converse taking it back to the original spec. with the recent 1970's versions. The brands One Star silhouette couldn't live up to its older brothers reputation in Basketball, but gained a cult status thanks in part to Nirvana frontman Kurt Cobain.




California's very own Vans need very little introduction. The brand boasts an unparalleled cultural history, most notably its role in skateboarding history from the mid 70s. We build our offer around the core styles that have stood the test of time since Vans' incetion in 1966 and remain the best in our opinion. A true Goodhood staple.



Stan Ray

Stan Ray is based in Crockett, Texas, and have been manufacturing their product there since 1972. Earl Beard, a father of four, survived three lay offs at his employer, Kalman Machine Co. The third was the final straw, and he bought a handful of sewing machines from Kalman Machine Co. and started his own workwear company. Within twelve months his old employer wound up manufacturing in Texas. By this time, Earl built himself a solid reputation and took over the plant and a collection of contracts. In the early 80s, Earl started making painter pants under the name Stan Ray, his youngest sons name. During the 80s, Earls fatigue and military inspired workwear could be found around Japan's vintage markets. Stan Ray remains true to its original aesthetic today, providing well-made, reasonably priced workwear and fatigues.