Crooks and Castles; The Concept

Dennis Calvero is an in your face, talented and artistic young guy from Los Angeles. In 2002 he set up the street wear label Crooks & Castles. The Crooks & Castles brand is based in California and designs products with a darker-than-normal twist.

In 2006 Crooks & Castles released their complete cut and sew fall line and that’s when things really started to happen for Calvero, his crew and his brand Crooks & Castles. And all for good reason too, Crooks &Castles design works along with their cut and sew line, is not characteristic of the usual pop drenched culture of the southern Californian street wear scene. But the dark and angry style of Crooks & Castles made people sit up and take notice all over the world.

Crooks & Castles projects a distinctly darker side of L.A. street life within their label. Crooks & Castles is born out of a life of crime and gangland mentality. The credibility of the Crooks & Castles brand comes directly from Dennis Calvero’s personal one on one relationship with this way of life. Calvero has been there and seen it how it really is, which gives him the imputes and authority to be able to produce such a dark and brooding label such as Crooks & Castles.

Growing up in Los Angeles during the 80's & 90's Calvero became a part of a villainous lifestyle. Gangs were everywhere - the hood, the city, even in middle suburbia. Most had no choice but to adapt to the environment. Some were able to escape or even channel what they'd learned on the street into something lucrative. What caught Calvero’s attention in the mid 90's were independent fashion/graphic brands. After years of learning the in's & out's of the business by starting a brand without any knowledge of how to start or run a clothing company, he finally came to this... "Crooks & Castles"! The concept was easy. "Crooks", criminals, pimps, hustlers, thieves, etc. And "Castles" those who got rich by becoming a crook. From the robber barons of the early times like the vanderbilts, the rockefellers, the carnegies to the modern day billionaires - Bill Gates & Microsoft, those who stopped at nothing to get their "Castle". Crooks & Castles ethos is to hope that one day Crooks & Castles could be the next rich crook. In some of the Crooks & Castles designs you might see a familiar icon or logo that they took (stole) and gave it their own twist. Crooks & Castles felt that some high fashion brands only catered to someone in a certain lifestyle or with a rather large bank account.

Therefore Crooks & Castles took what they made and crafted it to fit the Crooks & Castles brand.

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