Prison

What Prison does

Prison is a privately held men's streetwear brand founded in 2014, operating under the legal entity Prison LTDA — a structure suggesting Brazilian incorporation despite a US-focused commercial footprint. The brand sells premium oversized apparel, including hoodies, t-shirts, sweatpants, shorts, varsity jackets, coach jackets, and track jackets, all priced between $35 and $90 and marketed with NYC-themed graphics, varsity motifs, and athletic-inspired designs. Signature identity is built around a recognizable Old English Gothic P logo and an emphasis on premium construction using 200G cotton jersey and 3-end fleece with reinforced stitching.

The business operates exclusively as a direct-to-consumer e-commerce brand through a Shopify-powered storefront (useprison.com), with no disclosed retail partnerships, marketplaces, or wholesale channels. Pricing is unit-based with no public enterprise or volume tiers; free shipping applies to orders over $299 and a 10% cashback promotion (up to R$50 off) is offered on purchases. The brand markets primarily through its own website (SEO/organic), email newsletter, and a VIP membership program that grants early access to drops, guaranteed sizes, and exclusive offers. The customer base is horizontally segmented: individual men seeking premium oversized streetwear with a New York identity. No revenue, headcount, funding, or investor information is disclosed, and the company shows no acquisitions, partnerships, leadership hires, AI capabilities, or patent portfolio.

Name

Prison

Legal name

Prison LTDA

Website

https://useprison.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Prison is a privately held men's streetwear brand founded in 2014, selling premium oversized hoodies, tees, jackets, and athletic-inspired apparel priced $35-$90 through a Shopify DTC storefront to US consumers, with NYC-themed graphics and a Gothic P logo identity.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

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

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Premium streetwear apparel
• Oversized t-shirts
• Graphic hoodies
• NYC-themed fashion
• Direct-to-consumer streetwear

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel

Pricing tiers

Distribution channels1 record

Marketing channels2 records

Core offering

Prison designs, sells, and ships premium oversized men's streetwear apparel and accessories, including graphic t-shirts, hoodies, sweatpants, shorts, and outerwear, directly to U.S. consumers through its Shopify-powered website. The brand's product line centers on NYC- and sport-themed graphic designs produced with heavyweight 200G cotton jersey and 3-end fleece construction. Pricing ranges from $35 for basic tees to $90 for premium hoodies and jackets, with free shipping on orders over $299.

Product overview

Prison is a streetwear brand with over 10 years of history (established 2014), offering a portfolio of apparel and accessories centered on oversized t-shirts, hoodies, outerwear, sweatpants, shorts, and headwear. The product line features NYC-themed graphics, varsity designs, athletic-inspired pieces (basketball, football), and minimalist essentials. Core offerings include the Hoodie Essentials collection (New York Script, Queens Varsity), Oversized T-Shirts with various graphic prints (Lightning NYC Skyline, Samurai Rider, Statue of Liberty), outerwear (Coach Jacket, Track Jacket, Varsity Jacket), and athletic pieces (Mesh Basketball Shorts). The brand emphasizes premium materials like 200G cotton jersey and 3-end fleece, with reinforced stitching and signature branding across all products.

Differentiator

Problem solved

Functional benefit

Products and services

• Hoodie Essentials Queens Varsity Red Oversized hoodie with Queens varsity design and USA flag motif, priced at $90.
• T Shirt Essentials Prison USA Flag Logo Navy Essential oversized t-shirt featuring Prison USA flag chest logo in navy, priced at $35.
• Iron oversized tee Black Premium 200G cotton jersey oversized tee with bold Prison gothic-style back graphic, priced at $38.
• Zip Up Hoodie | NY Back Print Black Full-zip hoodie with New York back print and minimal front design, featuring adjustable hood and front pockets, priced at $90.
• Oversized T Shirt NY Monogram Navy 200G premium cotton jersey oversized tee with NY monogram front print in navy colorway, priced at $38.
• Hoodie Essentials | New York Script Cream/off-white pullover hoodie with minimalist New York script chest print, soft fleece feel, and adjustable hood, priced at $90.
• Oversized T Shirt Lightning NYC Skyline Black 200G premium cotton jersey oversized tee featuring lightning NYC skyline back graphic with reinforced stitching and ribbed crew neck, priced at $38.
• Hoodie Essentials | New York Script Black Black pullover hoodie with New York script chest print, soft fleece feel, adjustable hood, and kangaroo pocket, priced at $90.
• Prison Black Coach Jacket Sovereign Premium coach jacket with snap-button closure, pointed collar, angled front pockets, and subtle Prison branding in black, priced at $90.
• Mesh Basketball Shorts Black Premium mesh basketball shorts with breathable construction, contrast side panels, elastic waistband, and adjustable drawcord, priced at $39.
• Track Jacket Split Line Black Men's track jacket with lightweight construction, full-zip front, stand collar, and bold contrast paneling in black/white, priced at $90.
• Men's Lightweight Track Jacket Navy Full-zip lightweight jacket with stand collar, front pockets, navy exterior with red interior contrast, priced at $90.
• NY Varsity Jacket City League Premium varsity jacket with clean black body, striped rib trim, and bold New York-inspired chest artwork with snap-button closure.
• Gothic P Sweatshirt Black Men's black crewneck sweatshirt made from heavyweight 3-end fleece with reinforced stitching and chest print.
• Gothic P Sweatpants Black Premium sweatpants with clean tapered silhouette, elastic waistband, adjustable drawcord, side pockets, and oversized Old English artwork, priced at $65.

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 moves4 records

Expansion highlights4 records

Direct peers

• Supreme: Iconic NYC streetwear brand using drops, hype and graphic-heavy apparel; directly comparable to Prison on positioning, NYC identity and DTC-led go-to-market.
• Stüssy: Heritage streetwear brand with strong graphic and surf/skate roots, similar oversized-tee and hoodie assortment priced at premium streetwear levels.
• Corteiz (CRTZ): Emerging London-based streetwear label with similar drop-driven, community-led, logo-heavy playbook and DTC-only distribution.
• Represent CLO: UK-based premium streetwear brand emphasizing oversized fits, heavyweight cotton and elevated graphics — near-identical product specifier and price band to Prison.

Broad incumbents

• ASOS: Major online apparel retailer carrying multiple streetwear brands; relevant comparable for Prison's Shopify-led DTC model and US shipping footprint.
• BoohooMAN: Large online men's fashion retailer selling graphic streetwear at mass-market price points; comparable DTC channel and oversized-graphic assortment, though at lower price tier.
• Gymshark: DTC athletic/athleisure apparel leader; relevant benchmark for Prison's DTC, social-first go-to-market and premium-performance positioning, even though Gymshark skews more toward training wear.
• Carhartt WIP: Established workwear-rooted apparel brand with strong crossover into streetwear; comparable on premium construction, varsity and coach-jacket aesthetics Prison sells.

Others

• Printful: On-demand apparel production and fulfillment partner; relevant ecosystem enabler for a small DTC streetwear brand operating without disclosed in-house manufacturing.

Emerging players

• Born Primitive: DTC athletic apparel brand with overlapping sport-inspired aesthetics (basketball shorts, track jackets) at comparable premium streetwear price points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/useprison
• LinkedInlinkedin.com/company/prison

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 Prison