Common People was founded by Luca and Emil with a shared ambition to create clothing we genuinely want to wear ourselves.
We have both always had a strong interest in fashion and streetwear, and over time we have been part of different clothing styles, trends and fashion communities. Those experiences have shaped the way we look at clothing today and are a big part of the inspiration behind Common People.
Every product is designed by us. We take inspiration from the different parts of the fashion world we have experienced ourselves, but we always try to turn that inspiration into something that feels like Common People. From the fit and materials to embroidery, colors and smaller details, we want every piece to have a clear purpose and identity.
One of the biggest reasons we started the brand is because we often feel that fashion has become unnecessarily expensive. We have seen products we love, but also prices that make good clothing inaccessible to a lot of people. We believe you should not have to spend an extreme amount of money just to dress well.
That is why one of our main ambitions is to create products with a strong design, good quality and attention to detail while keeping the price as fair as possible. We want to prove that clothing can feel premium without automatically having a premium price tag.
Common People is built around everyday life. We want to create pieces you can actually use, whether you are going to school, meeting friends, going into the city, travelling or simply living your normal day. Clothing should look good, feel comfortable and work naturally as part of your everyday wardrobe.
The name Common People represents exactly that idea. Fashion should not only be for celebrities, influencers or people willing to spend thousands on an outfit. It should be for everyone. Real people with different lifestyles, personalities, ambitions and stories.
For us, Common People is more than just putting a logo on clothing. We want to build our own universe around the brand and create products that people can recognise, connect with and keep wearing over time.
What started as an idea between two friends is something we want to develop into a real community and a brand with its own identity.
Designed by us. Made for everyday life. Made for Common People.