IRIEDAILY

IRIEDAILY is a streetwear brand from Berlin-Kreuzberg, officially launched in 1994 by a team that began in screen printing. It makes casual menswear and womenswear with a focus on fair production and eco-friendly materials.

What is IRIEDAILY?

IRIEDAILY is an owner-managed streetwear label from Berlin-Kreuzberg. Its logo pairs a feather over a sword, standing for the motto "The Word is mightier than the Sword" and a preference for peaceful dialogue.

History

The brand's roots go back to 1990, when Ward Productions was founded in Kreuzberg as a screen printing business making band merchandise for Berlin bands. The team moved on to its own streetwear and officially launched IRIEDAILY in 1994. Owners Daniel Luger and Walt Molt remain active in the business, street artist Jaybo Monk helped shape its identity as art director, and the company still works from its original Kreuzberg location with around 40 employees.

Products and positioning

Collections cover jackets, shirts, tees and trousers for men and women, plus a seasonally refreshed range of Berlin Basics. The brand prioritises fair production and eco-friendly materials such as recycled nylon and recycled fleece, is a member of the Fair Wear Foundation, and has its vegan products approved by PETA.

Distribution

IRIEDAILY grows organically with long-standing retail partners while developing e-commerce, marketplace and direct-to-consumer channels.

Why it matters

IRIEDAILY shows how an independent streetwear label can keep its subcultural roots while building sustainability credentials into its supply chain.

Frequently asked questions

Where is IRIEDAILY from?

IRIEDAILY is from Berlin-Kreuzberg in Germany, where it still has its base.

What does the IRIEDAILY logo mean?

The feather over a sword represents the motto "The Word is mightier than the Sword", expressing a preference for dialogue over violence.

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