The only addiction associated with Addict the brand is a positive one, referring to an individuals truest passions, those activities you do repeatedly, listening to your favourite album, riding your board or bike, painting or (as is the case with one of its founder members) collecting vintage arcade games. It’s about your devotion and dedication to something, much the way the founder members of Addict and its followers feel about the label. Starting life as a menswear label in 1996, Addict has developed a signature style of streetwear that blends classic casual wear with the performance, quality and functionality of high spec outerwear. The brand has over a decade’s worth of heritage in the streetwear genre, its roots run deep in the design, music and board sports communities crossing over both to the underground and mainstream alike since birth. Long a favourite of the freesports fraternity, Addict is much more than your common or garden clothing range. Despite the rapid growth in popularity and distribution over the years, Addict has a tight, focused team of individuals who are intensely passionate about the brand and keep a tight reign over its development, producing all clothing, graphics and media for the mainline in-house, focusing on product development, letting the brand evolve naturally rather than bending to fit in with fashion.