Long Clothing

What Long Clothing does

Long Clothing (legal entity: LONG CLOTHING LIMITED, Company No. 7017418) is a UK-registered direct-to-consumer streetwear brand and multi-brand online retailer founded in 2008 and headquartered in Nazeing, England. The core LONG label specializes in dark, gothic, and alternative streetwear targeting rebellious youth and subculture fashion enthusiasts, with a cult following across the UK and globally; the same Shopify storefront also carries complementary brands such as BOY LONDON, NEW FUTURE LONDON, and PURE SEX, alongside collaboration sub-brands including LONG X MISHKA, LONG X NYMPHA, and LONG X Underground Shoes. The catalogue spans T-shirts, long sleeves, vests, crop tops, sweats, hoodies, jackets, bottoms, buttoned shirts, dresses, accessories, and headwear, totalling 290+ SKUs with prices ranging from approximately $20 for basic tees to $200+ for premium jackets, and includes a proprietary patented Adjustable Clip Pants System.

The technology stack is a Shopify-based e-commerce platform with worldwide shipping, multi-currency checkout (GBP, EUR, USD, CAD, JPY, MXN), and payment integrations including PayPal, Klarna BNPL, Shop Pay, Apple Pay, and Google Pay. The company runs a secondary LONG Marketplace section for limited edition prints, vintage, pre-owned, and upcycled pieces, and a LONG X Mixtapes cultural content series of 26+ episodes. Distribution is exclusively DTC online, with no wholesale channel disclosed.

The business model is direct e-commerce sales (one-time purchases) as the primary revenue stream, supplemented by marketplace transactions, gift card sales (£10-£100 denominations), and collaboration/licensing revenue. Go-to-market is product-led and community-led: the brand relies on distinctive dark/gothic design, limited-edition collaborations with underground music scenes and club nights (SLIMELIGHT, DARKROOM, Nu Energies, Owsla Records), launch parties, and organic social media to drive demand. Customer segments include alternative/subculture fashion consumers, urban music culture enthusiasts (via NEW FUTURE LONDON), and unisex fashion seekers. The company is bootstrapped with no external funding rounds disclosed and operates with 11-50 employees.

Name

Long Clothing

Legal name

LONG CLOTHING LIMITED

Website

https://longclothing.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Long Clothing is a UK-based direct-to-consumer streetwear brand and multi-brand online retailer founded in 2008, specializing in dark, gothic, and alternative fashion across its own LONG label and carried/collaborative brands (BOY LONDON, NEW FUTURE LONDON), targeting global subculture and unisex fashion consumers.

Ownership category

akta.pro rank

Product category

Alternative Streetwear

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (458210)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Fast Fashion & Trend-led Apparel Retail (CRAAABAH)

akta.pro secondary industries

Fast Fashion Resale, Recommerce & Off-Price (Fast-Fashion Secondary Market) (CRAAAGAJ), Fast Fashion Apparel Retail (Brick-and-Mortar & Omnichannel) (CRAAAGAB)

Keywords

• Alternative streetwear
• Gothic fashion
• Dark streetwear
• Streetwear e-commerce
• Cult fashion brand

Headquarters

HQ city

Nazeing

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via their Shopify e-commerce platform. Products include T-shirts, hoodies, jackets, accessories, and collaborative limited editions sold at various price points from $20 to $200+.
2. Marketplace Sales: Secondary revenue stream through the Long Marketplace featuring limited edition prints, hand-picked vintage items, pre-owned pieces, and upcycled/customised clothing from various brands.
3. Gift Cards: Gift cards sold in denominations of £10, £25, £50, and £100, valid for redemption within one year of purchase. Available for worldwide use.
4. Collaboration and Licensing: Revenue generated through collaborative limited-edition products with partners like Boy London, Mishka, NYMPHA, Owsla Records, and underground music labels and artists.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Long Clothing is a UK-based direct-to-consumer streetwear brand and multi-brand retailer specializing in dark, gothic, and alternative apparel. Through its Shopify storefront it sells its own LONG label alongside carried brands (BOY LONDON, NEW FUTURE LONDON, PURE SEX) and exclusive collaborations (LONG X MISHKA, LONG X NYMPHA, LONG X BOY, LONG X Underground), spanning t-shirts, hoodies, jackets, bottoms, dresses, and accessories. A secondary Marketplace section offers limited-edition prints, vintage pieces, pre-owned items, and upcycled clothing.

Product overview

Long Clothing is a multi-brand streetwear retailer and fashion label offering a unified e-commerce platform across its own brand and multiple carried/collaboration brands. The core offering centers on the LONG brand (dark, gothic and alternative streetwear formed in 2008), supplemented by carried brands BOY LONDON (iconic British institution), NEW FUTURE LONDON (90s Hip Hop/Rave/Grime inspired), and PURE SEX (boundary-pushing fashion since the 1980s). The company also operates exclusive collaborations including LONG X MISHKA, LONG X NYMPHA, LONG X BOY, and most notably LONG X Real Dreams X DALL·E 2 (AI-generated art collaboration). Product portfolio spans T-shirts, Long Sleeves, Vests, Crop Tops, Sweats, Hoodies, Jackets, Bottoms/Joggers/Leggings, Buttoned Shirts, Dresses, Accessories (Gloves, Socks, Bags), and Headwear across 290+ products. Additional services include LONG Mixtapes (exclusive music series), LONG Marketplace (vintage/limited/upcycled items), and Gift Cards.

Differentiator

Problem solved

Functional benefit

Brands

• LONG: The core streetwear brand specializing in dark, gothic and alternative fashion with dark fantasy, occult mystery and hyper real imagery.
• LONG X Mixtapes
• Marketplace

Products and services

• LONG (core streetwear brand) The company's primary in-house streetwear label formed in 2008, offering T-shirts, Long Sleeves, Hoodies, Jackets, Vests, Sweats, Crop Tops, Buttoned Shirts, Dresses, Bottoms, Accessories, and Headwear with dark fantasy, occult mystery, and hyper-real imagery for alternative fashion consumers worldwide.
• LONG X BOY collaboration Long-running collaboration with iconic British streetwear institution BOY London, featuring BOY Chain, BOY Cross, and BOY Union designs on T-shirts, Vests, and Long Sleeves.
• LONG X MISHKA collaboration Collaboration line with Brooklyn-based streetwear giant MISHKA blending LONG's dark gothic aesthetic with MISHKA's playful cartoonish street style, spanning T-shirts, Sweats, Caps, Jackets, and womenswear.
• LONG X NYMPHA collaboration Collaboration with East London womenswear label NYMPHA producing neon-drenched pieces inspired by mythological tales, including Dresses, Long Sleeve Crop Tops, and Leggings.
• BOY LONDON (carried brand) Iconic British streetwear institution internationally recognized and carried by Long Clothing, adopted by successive generations from Punks and New Romantics to club kids and fashionistas, with T-shirts, Sweats, Vests, Crop Tops, Jackets, Bottoms, Leggings, and Headwear.
• NEW FUTURE LONDON (carried brand) London-grown streetwear brand inspired by 90s Hip Hop, rave culture, and UK Grime music, offering T-shirts, Tracksuits, Hoods, and Headwear with bold colours and uncompromising prints.
• PURE SEX (carried brand) Streetwear brand since the late 1980s creating clothes for outsiders, outliers, and creatives, with boundary-pushing designs and T-shirts, Tanks, Gloves, and Berets.
• LONG X Underground Shoes collaboration Footwear collaboration with London shoe brand Underground, offering an exclusive range including Steel Cap Tracker Shoe, Stormer Boot, and High Top Gripper Boot in men's and women's fits.
• LONG X DARKROOM collaboration Limited-edition T-shirt collaboration with DARKROOM, a new London Goth club night, tied to an exclusive launch party.
• LONG X SLIMELIGHT collaboration Limited T-shirt print collaboration with SLIMELIGHT, the world's most iconic Goth club night, commemorating over 35 years of operation.
• DYSTOPIA collection In-house LONG collection of unisex Tees and Long Sleeves featuring psychedelic, comic-book horror, Death Metal, and Doomscrolling-inspired prints.
• LONG Marketplace Specialised marketplace section offering limited-edition prints, hand-picked vintage pieces, pre-owned items, and upcycled/customised clothing from various brands, including sample items such as Owsla MA1 Jackets.
• LONG Clothing Gift Cards E-gift cards sold in denominations of £10, £25, £50, and £100, valid for one year from purchase and redeemable for worldwide delivery on the LONG Clothing store.
• Clip Pants (Infinity) Unisex adjustable clip pants priced at $72 USD featuring a patented adjustable clip system on the included sash and bag that can be clipped onto the front, back, or side of the pants or not used at all.

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, minor, innovative and flagship.

• DARKROOMcoreStrategic or Co-development Partner · 26 October 2024Long Clothing teamed up with DARKROOM, London's new favorite Goth club night, for an exclusive Launch Party for their new t-shirt collaboration. The partnership combines fashion and underground club culture.
• SLIMELIGHTcoreStrategic or Co-development Partner · 28 November 2023Long partnered with the world's most iconic Goth club night (35+ years of operation) for an exclusive collaboration commemorating over 35 years of darkness and debauchery. Limited t-shirt prints available in-store with a launch party takeover at London's Electrowerkz.
• HIJINGOminorGTM or Marketing Partner · 3 November 2023Long Clothing partnered with HIJINGO, the adrenaline-fuelled future of bingo, to design custom fits for the HIJINGO Bots who help host the electrifying night out in East London.
• Real Dreams and DALL·E 2innovativeStrategic or Co-development Partner · 8 August 2023Long partnered with Real Dreams and DALL·E 2 (OpenAI's AI image generation system) to host a free exhibition in East London featuring AI-generated artwork, marking one of the first fully AI-generated fashion exhibitions. An exclusive capsule collection was launched at the event.
• Underground ShoescoreStrategic or Co-development Partner · 23 March 2023Long Clothing collaborated with iconic London shoe brand Underground to create an exclusive range including Steel Cap Tracker Shoe, Stormer Boot, and High Top Gripper Boot for both men and women.
• Nu EnergiescoreStrategic or Co-development PartnerLong Clothing joined forces with Nu Energies for multiple RAVE TO THE GRAVE parties, featuring underground music, live performances, and DJ sets including London's first 'PHONK' DJ set from Long Clothing's LONG X DJ.
• Boy LondonflagshipStrategic or Co-development PartnerLong collaborated with iconic British fashion label Boy London and its original creator Stephane Raynor to define a new era of punk and DIY fashion from the basement of SICK boutique in Shoreditch. The collaboration helped reignite BOY as a global brand. Collection features BOY Chain, BOY Cross, and BOY Union designs on t-shirts, vests, and long sleeves.
• Owsla RecordscoreStrategic or Co-development PartnerLong collaborated with Owsla Records on MA1 jackets featuring embroidered branding. The collaboration includes both standard and gold thread versions as samples.
• Nu Energies (DJ SET London)coreStrategic or Co-development PartnerLong X DJ SET London collaboration featuring exclusive performances and events.
• PussykrewcoreStrategic or Co-development PartnerCollaboration with Pussykrew on various clothing items including t-shirts, long sleeves, leggings, and sweats featuring distinctive designs.
• GIRLIminorGTM or Marketing PartnerLong Clothing and New Future London featured in artist GIRLI's new music video for 'Cheap Love', showcasing LIVE LONG gloves and NEW FUTURE Windbreakers.
• Crom MagazineminorGTM or Marketing PartnerBoth LONG and NEW FUTURE latest ranges were featured in Crom Magazine press shoot.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ASOS: Large UK online fashion retailer with a substantial alternative and streetwear assortment and global shipping. Comparable as a UK-based, multi-brand, trend-led apparel DTC platform, though with vastly broader TAM.
• EMP Merchandising: European alternative/rock fashion and music merchandise retailer with a broad multi-brand catalogue (band merch, gothic, alternative). Comparable multi-brand model but at much larger scale and broader demographic.

Direct peers

• Dolls Kill: US online alternative and streetwear retailer offering a multi-brand, trend-led assortment including gothic, rave and grime-adjacent styles. Closely comparable as a multi-brand DTC platform targeting alternative subcultures.
• Disturbia: UK alternative fashion label selling dresses, streetwear and accessories with a dark, occult-inspired aesthetic. Overlaps with LONG's gothic customer base and DTC-first, trend-led model.
• Cyberdog: UK alternative/rave apparel retailer with a long-standing counterculture following. Comparable product categories (rave streetwear, accessories) and target customer as LONG's rave/electronic music audience.
• Killstar: UK-based alternative/gothic fashion brand and online retailer. Directly comparable to LONG on gothic streetwear aesthetic, unisex product range, and global DTC distribution, with a similar cult-community positioning.
• Blackcraft Cult: US-based alternative/occult streetwear brand with strong online community and celebrity following. Comparable product mix (tees, hoodies, accessories) and community-led marketing model to LONG.
• Trapstar: London streetwear brand rooted in grime and underground music culture. Comparable cultural positioning, music-scene collaborations, and UK DTC-led growth model to LONG's NEW FUTURE LONDON line.
• Mishka NYC: Brooklyn-based streetwear label with bold graphic and occult-leaning designs. Directly comparable as a collaborator (LONG X Mishka) and as a peer streetwear brand with overlapping alternative/counterculture customer.
• Represent: UK-born streetwear brand with strong DTC presence and global cult following. Comparable as a UK streetwear label scaling through community, collabs, and exclusive drops, though positioned at a higher price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/longclothing
• Facebookfacebook.com/longclothing
• LinkedInlinkedin.com/company/long-clothing-limited

Revenue estimate

Valuation estimate

Number of profiles

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 Long Clothing