Why we should care that Raf Simons is discontinuing his brand

From his early days in Belgium following in the footsteps of the infamous 'Antwerp Six', Raf Simons and his self-named brand have led an incredible 27 year lifespan at the core of youth culture.

Okay so I’ll keep this newsletter short and sweet. Since the eponymous Raf Simons brand announced its discontinuation on social media yesterday, I’ve seen a wide variety of opinions fluttering all over different platforms. Surprisingly, a good portion of them questioning the relevance of the brand and its influence over the past few decades… Which I personally find absurd to even think of.

So admin took to the platform to answer the cardinal question: Why should we care that Raf Simons is discontinuing his brand?

The Raf Simons brand paved the way for many of the most iconic contemporary fashion brands today – whether they be streetwear, ready-to-wear or even couture. And that’s because of the genius which is Raf himself.

Through his garments, you can witness his metaphorical graduation through Martin Margiela’s design school of thought – with Belgian roots heavily absorbed in musical movements such post-punk & grunge, literature, films & more.

Some of my favourite Raf Simons references in his collections over the years have included Sonic Youth, Joy Division, The Sex Pistols, Twin Peaks (1990), Blade Runner (1982) – I’m still missing out on a lot but that’s top of mind. The brand feels like an 80s coming-of-age film – so authentic & rebellious inspired by youth-culture.

And I guess that’s what Raf’s superpower is. Look at his impact on rap culture through the A$AP Mob? Contrary to popular beliefs – affiliation does say a lot, and Raf is always able to transcend so many generational age gaps in order to translate his creative ideas specifically to the youth.

So RIP to one of the most important cult contemporary brands of our generation. I really hope it comes back.

Atleast we still have Raf at Prada xx