Troo Wear

What Troo Wear does

Troo Wear is a privately held, founder-owned direct-to-consumer streetwear label founded in 2007 by Christopher C. Lee and headquartered in the San Francisco Bay Area. The company designs, produces, and sells screen-printed apparel and accessories — including graphic tees, varsity and coach jackets, tanks, cardigans, button-down shirts, polos, and New Era co-branded snapback hats — under a single house line and a small number of co-branded drops. Its production is grounded in hand-drawn graphics and a four-color screen-printing process rooted in the creative subcultures of the Bay Area, hip-hop, and street art, with the brand explicitly described as a 'streetwear label and grassroots lifestyle movement' built around the tagline 'Freedom of Expression.'

The product catalog is unified rather than modular: 36 SKUs across tees, jackets, tanks, cardigans, shirts, polos, and headwear, with notable co-branded drops including the Troo Wear × RAW Artists Tee and the Troo Wear × AFX Dance Varsity Jacket. Core technology is analog — screen printing and custom apparel design — with no proprietary platform, app, or digital product surface. Distribution is exclusively direct-to-consumer via the company's WordPress-based e-commerce website, troowear.com, with no retail storefronts, no wholesale partners, and no third-party marketplaces disclosed in the source material. Pricing is not publicly disclosed. Marketing is centered on organic social (Instagram @troowear), lookbooks, films, and community projects rather than paid acquisition.

The company reports 51–100 employees, no external funding rounds, no parent company, and no subsidiary structure. Revenue, headcount trends, and customer counts are not disclosed. The customer base is described as a long-tail of streetwear and urban-lifestyle consumers seeking self-expression through fashion rather than any enterprise or B2B segment; select named collaborations (RAW Artists, AFX Dance, Movement Lifestyle/Shaun Evaristo, Dunkxchange, House of Mayhem, UC Berkeley AAA, Berkeley ABA) are partnerships rather than paying customers. Geographic footprint appears concentrated in the SF Bay Area, with no explicit international operations disclosed.

Name

Troo Wear

Legal name

Troo Wear

Website

https://troowear.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Troo Wear is a founder-owned, direct-to-consumer streetwear label founded in 2007 in the San Francisco Bay Area. It designs and sells screen-printed apparel and accessories — including graphic tees, jackets, cardigans, shirts, and New Era snapbacks — to streetwear and urban-lifestyle consumers through its own e-commerce website, troowear.com.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industries

Hats, Caps & Headwear (CRAAAJAE), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Screen printed apparel
• Streetwear clothing
• Graphic tees
• Custom apparel
• Streetwear accessories

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Apparel and accessories sales: Direct-to-consumer sales of streetwear including t-shirts, tanks, jackets, cardigans, shirts, polos, and headwear. Revenue generated through one-time product purchases with customization options for all genres of apparel and accessories.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Troo Wear designs, screen-prints, and sells a streetwear apparel collection including tees, tanks, jackets, cardigans, button-down shirts, polos, and New Era snapback hats. Production begins with hand-drawn graphics run through a four-color screen printer, with each item individually tailored. All goods are sold direct-to-consumer through the brand's own e-commerce website.

Product overview

Troo Wear is a standalone streetwear label offering a unified collection of apparel and accessories centered on freedom of expression and grassroots lifestyle philosophy. The product portfolio spans tees (graphic prints with philosophical wordmarks), outerwear (varsity jackets, coach jackets), tops (shirts, polos, tanks), knitwear (cardigans), and headwear (New Era snapbacks). The brand operates as a single product line rather than a modular platform, with all items sharing the founding philosophy of empowering individual expression through streetwear aesthetics rooted in San Francisco Bay Area creative subcultures, hip-hop, and street art.

Differentiator

Problem solved

Functional benefit

Products and services

• Troo Wear Tee Collection Graphic t-shirt collection with philosophical wordmarks, available in men's and women's fits. Includes collaborative editions with RAW Artists.
• Troo Wear Tank Collection Tank top featuring the brand's signature word bubble graphic design.
• Troo Wear Jacket Collection Outerwear collection including varsity jackets, coach jackets, and styled jackets with custom designs, including collaborative pieces with dance crews.
• Loma Waterfall Cardigan Women's cardigan with waterfall-style design detailing.
• Troo Wear Shirt Collection Button-down shirt collection with various styled designs for everyday wear.
• Fonte Polo Shirt Polo shirt featuring the brand's design aesthetic.
• Troo Wear Headwear Collection Branded New Era snapback hats featuring logo and script design variants.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• RAW ArtistscoreGTM or Marketing PartnerRAW Artists champions independent creators across fine art, film, fashion, and music through eclectic showcases. Troo Wear joined RAW San Francisco Presents: VERSE, bringing their lifestyle and clothing to the heart of the independent creative scene.
• AFX DancecoreStrategic or Co-development PartnerAFX Dance is UC Berkeley's hip-hop crew built on three pillars: aspirations, family, and experience. Troo Wear created a custom team varsity jacket and dance promotional content, with movement and fashion in sync.
• Shaun Evaristo / Movement LifestyleminorGTM or Marketing PartnerShaun Evaristo is a world-renowned Filipino-American choreographer and leader in the global dance community. Through his lifestyle brand Movement Lifestyle, he fuels creative workshops and culture worldwide.
• DunkxchangeminorGTM or Marketing PartnerDunkxchange is an open-marketplace streetwear convention rooted in hip-hop music and art, drawing sneakerheads and designers. Troo Wear participated to engage with the sneaker appreciation community.
• House of Mayhem Dance StudiominorGTM or Marketing PartnerHouse of Mayhem Dance Studio runs workshops for various dance styles. Troo Wear collaborated featuring dancers Lydia Paek of Quest Crew, Dennis Infante of GroovMekanex, and Bionic of Supreme Soul wearing Troo Wear gear.
• UC Berkeley Asian American Association (AAA)minorGTM or Marketing PartnerTroo Wear was invited by UC Berkeley's Asian American Association to participate in an entrepreneurship speaker panel, sharing their philosophy on developing creativity and pursuing dreams alongside other independent founders.
• Berkeley ABAminorGTM or Marketing PartnerBerkeley ABA is one of Cal's largest business organizations since 1975. Troo Wear participated in the 15th Annual Charity Fashion Show, with proceeds donated to Save The Children.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Supreme: Iconic NYC streetwear label also built around grassroots counterculture, scarcity-driven drops, and graphic-heavy apparel sold DTC. Most comparable brand archetype and competitor for Troo Wear in the streetwear/graphic apparel niche.
• Diamond Supply Co. San Francisco-founded streetwear/skate brand with strong graphic apparel, headwear, and sneaker-collab heritage. Comparable to Troo Wear on Bay Area origin, graphic-led apparel, and headwear category presence.
• Stüssy: Pioneering California streetwear brand with strong surf-and-street-art heritage, offering graphic tees, outerwear and headwear DTC. Directly comparable to Troo Wear on category mix, subcultural roots, and design-led streetwear positioning.
• Undefeated: LA-based streetwear/sneaker boutique and label with limited-edition apparel drops and graphic-heavy collections. Comparable to Troo Wear on indie streetwear positioning and graphic/headwear product mix.
• Huf: San Francisco-rooted streetwear brand combining skate, hip-hop and street-art aesthetics with graphics-led apparel. Geographic and cultural overlap with Troo Wear's Bay Area foundation makes it a tight direct peer.
• 10.Deep: NYC streetwear label with graphic tees, outerwear, and headwear sold DTC with subcultural/hip-hop storytelling. Comparable to Troo Wear on multi-category streetwear catalog and indie brand positioning.
• The Hundreds: LA-based streetwear label built on community storytelling and graphic-driven apparel. Closely comparable to Troo Wear's grassroots lifestyle movement positioning, multi-category apparel portfolio, and DTC-first model.
• Obey Clothing: Shepard Fairey's streetwear label rooted in street-art aesthetics and graphic apparel. Compares to Troo Wear on street-art heritage, graphic-driven tees, and lifestyle/activism-led brand identity.

Broad incumbents

• Urban Outfitters: Multi-brand specialty retailer carrying graphic tees, streetwear, and curated indie apparel brands. Comparable as a broader incumbent that competes for the same streetwear-curious Gen Z customer and shelf space for indie graphic brands.

Emerging players

• Born x Raised: Independently owned streetwear label with strong regional identity and graphic-led apparel. Compares to Troo Wear on being an indie, founder-led brand with a community-rooted lifestyle narrative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/troowear
• Xx.com/troowear
• Facebookfacebook.com/staytroo
• LinkedInlinkedin.com/company/troowear

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Troo Wear