WESC www.wesc.com

WeSC (We are the Superlative Conspiracy), or We as it is casually known, is a Swedish clothing brand, based mainly on skateboarding influences and style. Founded in 1999, it has quickly become one of Sweden's most popular brands, within Sweden as well as internationally. WeSC has their own stores in among other places Tokyo, Aspen, Beverly Hills, Munich, Berlin, Paris, Athens, Oslo and New York, as well as being sold in a large number of other cities [1].
The brand first became famous through sponsoring many Swedish underground artists and musicians with connections to the skating world with clothes, and little to no other marketing. Among the first to sport WESC clothes were Swedish hip hop acts Looptroop and Timbuktu. This helped WESC to gain an underground, "alternative" image which turned out to be very popular with many young Swedish consumers, critical of other companies and their perceived "greediness". WESC is still sponsoring many famous personalities with clothing, which they refer to as "activists" or "weactivists", among them Jason Lee, Beth Riesgraf, Peter Stormare, Chad Robertson, Jerry Hsu, Millencolin, Mikael Persbrandt, and Kaskade.
This strategy has also made WESC come under fire because of their constructed "underdog" image, when they in fact are one of Sweden's biggest clothing companies. Their main office in Stockholm is situated between Gucci and Cerutti on Birger Jarlsgatan, one of the posher streets of the city. Some of their former "activists" have also spoken out how they regret promoting the brand, for example the hip-hop crew Looptroop. Emcee Promoe told the Swedish music magazine "la musik" it came to a point where he felt "it was too much" and thought "What have I done?"