What Honor The Gift does

Honor The Gift is a privately held menswear apparel brand founded in 2016 by NBA professional basketball player Russell Westbrook, with an operational footprint anchored in Los Angeles, California. The company designs, sources, and sells apparel and accessories inspired by inner-city Los Angeles culture, organized into a unified portfolio of tops (t-shirts, shirts, knits, sweatshirts, outerwear), bottoms (pants, shorts, sweatpants, denim), and accessories (hats), plus matching sets and digital gift cards. Products are constructed from materials including pointelle crochet, satin, premium denim, brushed knit, and ripstop, with unit prices ranging from approximately $65 for graphic tees to $329 for premium outerwear.

The business operates as a direct-to-consumer e-commerce brand via its Shopify-powered website at honorthegift.co, with no disclosed wholesale, retail, or marketplace distribution. Releases follow a seasonal drop model — Summer, Spring, Fall, and Holiday — with each collection tied to a cultural theme (for example, 'Inner City Mantras', 'Inner City Mentalities', 'Inner City Nights', 'Inner City Art Show', 'Pride in Tradition'). The brand also executes selective collaborations, with the HTG x Roscoe's tee as the most recent example. Marketing is concentrated in Instagram, an email newsletter (offering 10% off first order for acquisition), and a 'Stories' content hub that publishes seasonal lookbooks and community narratives reinforcing the inner-city cultural positioning. Shipping is offered globally with free shipping on US orders of $175 or more.

Honor The Gift is founder-owned with no disclosed institutional capital, parent company, or subsidiaries, and operates with a headcount of 1–10 employees. The company holds no identified patents, certifications, partnerships, or regulatory actions, and deploys no proprietary technology systems beyond standard e-commerce tooling; AI/ML capabilities are not present in the disclosed technology stack.

Name

Honor The Gift

Legal name

Honor The Gift

Website

https://honorthegift.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Honor The Gift is a private menswear brand founded by NBA player Russell Westbrook, selling inner-city culture-inspired apparel and accessories directly to consumers through its Shopify e-commerce site using a seasonal drop model.

Ownership category

akta.pro rank

Product category

Menswear Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Menswear streetwear apparel
• Direct-to-consumer fashion
• Men's casual clothing
• Urban lifestyle apparel
• Seasonal clothing collections

Headquarters

HQ city

Huntington Beach

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. Direct Product Sales: The company generates revenue through direct-to-consumer sales of apparel and accessories via its e-commerce platform. Products include tops (tees, shirts, knits, sweatshirts, outerwear), bottoms (pants, shorts, sweatpants, denim), and accessories (hats). The brand operates on a seasonal collection model with new drops released throughout the year.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Honor The Gift designs, produces, and sells men's apparel and accessories through its own direct-to-consumer e-commerce site. The product line covers tops (t-shirts, shirts, knits, sweatshirts, outerwear), bottoms (pants, shorts, sweatpants, denim), accessories (hats), matching sets, and gift cards, organized into seasonal collections themed around inner-city urban culture.

Product overview

Honor The Gift is a menswear fashion brand founded by Russell Westbrook, offering a unified clothing portfolio organized into seasonal collections. The product line consists of tops (t-shirts, shirts, knits, sweatshirts), bottoms (pants, shorts, sweatpants, denim), and accessories (hats), with products spanning casual streetwear aesthetics to workwear-inspired silhouettes. Items feature materials including satin, pointelle crochet, brushed knits, ripstop, and indigo denim. Collections are released seasonally (Summer, Spring, Fall, Holiday) with thematic naming tied to inner-city urban culture. The brand operates a direct-to-consumer e-commerce model through its Shopify-based website.

Differentiator

Problem solved

Functional benefit

Products and services

• T-Shirts Graphic and logo t-shirts featuring inspirational mantras and Honor The Gift branding, offered in multiple colorways (Bone, Navy, White, Black, colorblock), sized S-3XL.
• Shirts Camp collar shirts, knit polos, carpenter shirts, and button-ups constructed from satin, pointelle crochet, pique, and brushed fabrics.
• Knits Knitwear including cardigans, knit pants, and knit shorts in brushed knit, wavy knit, and rib knit constructions.
• Sweatshirts Crew neck sweatshirts and zip-up hoodies featuring inspirational messaging and the brand's signature aesthetic.
• Outerwear Jackets including carpenter shirts, beaded jackets, growth track jackets, tapestry hoodies, ripstop jackets, and trucker jackets.
• Pants Trousers and casual pants including beaded pants, growth track pants, tapestry pants, knit pants, ripstop pants, and washed twill pants.
• Shorts Shorts including denim bermudas, crochet drawcord shorts, vintage cargo shorts, carpenter shorts, and 7-inch styles.
• Sweatpants Knit sweatpants featuring comfortable constructions for casual wear.
• Denim Denim products including frayed edge bermudas, vintage indigo styles, and washed twill pants in various indigo and black washes.
• Hats Headwear including trucker caps, bucket hats, and 6-panel caps featuring embroidered and jacquard details.
• Matching Sets Coordinated outfit sets pairing tops and bottoms designed to be worn together as complete looks.
• Gift Cards Digital gift cards available in variable amounts for gifting purposes.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Emerging players

• UNION: Streetwear retailer and brand rooted in Los Angeles culture, carrying curated menswear and its own label. Comparable through LA cultural identity and overlapping customer base, though with a retail/boutique-led model rather than pure DTC.
• Online Ceramics: Small-team, DTC-first streetwear brand known for graphic tees, hoodies, and a tight seasonal drop model. Comparable in operational scale, customer demographic, and drop-driven revenue approach.
• Awake NY: NYC-based streetwear brand with strong cultural roots, graphics-led apparel, and a small-team DTC operation. Comparable in scale, urban cultural narrative, and graphic-heavy product approach.

Broad incumbents

• Stüssy: Heritage streetwear brand with a wide menswear assortment, multi-channel distribution (DTC, wholesale, flagship stores), and global reach. Comparable in streetwear category and seasonal cadence, but operates at significantly larger scale and brand maturity.
• Carhartt WIP: Workwear-inspired premium menswear label with global wholesale and DTC distribution. Comparable through workwear-influenced silhouettes (HTG has a 'Denim Workwear' collection) and similar aesthetic overlap with utility-driven menswear.

Direct peers

• Aimé Leon Dore: New York-based premium menswear brand with a strong cultural narrative, seasonal collections, and a flagship-led DTC strategy. Comparable in storytelling, premium pricing, and target customer profile.
• Fear of God: Premium streetwear/luxury menswear brand (founded by Jerry Lorenzo) that pioneered the celebrity-driven, narrative-rich, premium-priced drop model. Directly comparable in spiritual positioning, although at a higher scale and price point.
• Billionaire Boys Club: Celebrity-founded (Pharrell Williams) streetwear brand with cultural roots and a youth/urban customer base. Comparable in founder-driven brand DNA, menswear focus, and storytelling approach.
• Rhude: Celebrity-connected (founded by Rhuigi Villaseñor) premium streetwear and menswear brand with a similar aesthetic positioning, seasonal drop cadence, and DTC-first approach. Closely comparable in price point, narrative-driven branding, and target customer.
• Warren Lotas: Cult streetwear brand known for graphic-heavy, narrative-driven seasonal drops and a strong DTC following. Comparable in drop-driven model, premium graphic tees, and culturally rooted aesthetic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/honorthegift
• Xx.com/honorthegiftco
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/honor-the-gift

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 Honor The Gift