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STYLE AND CULTURE
BRAND TO KNOW: CHEATS & THIEVES
By Emma Strawbridge, 3 February 2025
Cheats & Thieves has just launched on-site. Known for its streetwear graphics and London heritage, the brand has gone from strength to strength since launching in the early 2010s, and this drop ft. luxe heavyweight hoodies and T-shirts will show you why. Everyone from hip-hop duo Krept & Konan to Dua Lipa has repped the brand – we spoke to its founders to find out more about how it all started.
LAUNCHED: 2012
FOUNDERS: Megaman and Zealo
IN THREE WORDS: Courageous, clean, sharp
FUN FACT: Megaman and Zealo call themselves 'Robin' and 'Hood' – a nod to the brand's motto of going against the norm.
FOUNDERS: Megaman and Zealo
IN THREE WORDS: Courageous, clean, sharp
FUN FACT: Megaman and Zealo call themselves 'Robin' and 'Hood' – a nod to the brand's motto of going against the norm.
Cheats & Thieves racing back print 320gsm hoodie in dark beige, £70
Hey guys! How did you start your brand?
Selling samples to friends and kids, and then taking our first ideas to clothing exhibitions.
Tell us where the brand name comes from.
The idea came from going against the norm, against the rules.
What's your design inspiration?
The mindset of graffiti artists being the true rebels. We've been quite vibrant over the years, even though we like subtle designs too – the supporters [love] our signature logo-based ideas.
Pictures: ASOS
Cheats & Thieves ransom logo back print 200gsm t-shirt in black, £36
What's been the brands biggest moment so far?
Being recognised by major retailers has been cool for us and really championing up-and-coming acts early on with Krept & Konan, Chip and Dua Lipa to name a few, who have worn and modelled our brand. Seeing them become who they are today is part of the proudest moments for us.
What have been the biggest challenges and how have you overcome them?
Marketing is always the biggest challenge for any brand, but we have always been lucky with who has worn our clothing, and because of where we come from it’s happened organically – the label has stayed true to its roots.
Shop Cheats & Thieves on ASOS now.
