We’ve grown from a close-knit DJ collective in New York City back in 2012—where Virgil Abloh, Heron Preston, Matthew Williams, Justin Saunders, Florencia Galarza, and the elusive YWP started hosting underground parties and spinning the sounds we felt were missing in the clubs. What began as a private group chat became a cultural moment that blurred the lines between music, street fashion, and digital art.

Our name—Been Trill—fuses “Been,” meaning having been ahead, and “Trill,” combining “true” and “real,” echoing our roots in hip-hop and youth culture. That spirit shaped our bold, glitch-inspired graphics, oversized hashtags, and meme-infused visuals that stood out online and on the streets .

By 2013–14, we built a movement. Our limited-edition tees, hats, jerseys, and hoodies became signature pieces in creative circles, supported by high-profile collaborators like Hoodie By Air, Stüssy, Diamond Supply Co., Stussy, and Stüssy—alongside influencer friends like Kanye West, A$AP Rocky, and Rihanna. We were among the first to harness Tumblr, Instagram, and digital networks to create hype—an influencer-driven method that’s now an industry standard .

Our creative vision even took us into the world of fashion licensing. In 2021, we partnered with Culture Kings (via IMG) to relaunch Been Trill’s signature streetwear in Australia and New Zealand—from hoodies and tracksuits to bags and hats—under a futuristic “Future Vision” line.

Though our time as a physical collective was brief, our impact was felt. We helped usher in a digital-era approach to streetwear—bold, graphic-led, internet native, and culture-driven. Our founders went on to shape the future of fashion at Off-White, Alyx (now 1017 Alyx 9SM), Givenchy, JJJJound, DE LA GARCIA, and many more.

Today, Been Trill isn’t just nostalgia—it’s a foundation. We continue to inspire creators and push new ideas in music, design, and fashion. We were ahead. We stayed real. And we’re still here—been trill.