LAB 74 isn’t trying to fit into the luxury streetwear bubble—it’s kicking a hole straight through it. Alexander Hershel takes Detroit grit, 90s video-game static, and the kind of flamboyance Prince would’ve lit a stage with, then runs it head-on into leather and denim. The clothes feel heavy, overloaded—like they shouldn’t work but somehow do. LAB 74 is chaotic, ostentatious, and doesn’t give a damn if it makes you uncomfortable. On HBO’s The Hype, he showed the same thing you get from his brand every day: clothes that hit raw, with no filter.
Hershel’s orbit runs from Doja Cat to pro athletes, but that’s just surface. The real story is the way he throws down for the city—curating spaces, linking with grassroots orgs, putting culture back in the hands of the people who actually live it. LAB 74 is its own frequency, and it certainly doesn’t wait for the runway to say yes. It runs loud through the street first, and if you catch it, you catch it. If not, it was never meant for you.
@lab74byalexzanderhershel
@whatsupaz
