Criminal Damage
United Kingdom
Criminal Damage is a London-based street fashion brand co-led by founder Sunny Aytan and executive Monty Aytan. It sells streetwear and, since a 2021 launch, athleisure-influenced footwear.
| Based in | London, United Kingdom |
|---|---|
| Founder | Sunny Aytan |
| Footwear launch | 2021 |
| Retail partners | Snipes, Zalando |
What is Criminal Damage?
Criminal Damage is a London-based street fashion brand. It is associated with founder Sunny Aytan and brand executive Monty Aytan, who have discussed the business in trade interviews, where bold graphic prints and collegiate varsity styles are described as staples.
Products and positioning
The brand's core is streetwear. In 2021 it moved into footwear, launching a men's collection described as showcasing the crossover between athleisure and streetwear, with women's planned for later.
- Streetwear with graphic prints and varsity trends
- A first footwear drop of five designs of sneakers and sliders
- Thirteen pieces across three drops
Distribution
Footwear is sold in the UK and to European customers through Snipes and Zalando, as well as the brand's own webstore.
Why it matters
Criminal Damage is an example of a UK streetwear label diversifying into a product category with wider retail reach, using online platforms to extend into European markets.
Frequently asked questions
Where is Criminal Damage from?
Criminal Damage is a London-based street fashion brand.
What does Criminal Damage sell?
It sells streetwear and a footwear range of sneakers and sliders, launched for men in 2021.