Triple 5 Soul has relaunched under the creative direction of Camella Ehlke. Ehlke founded 555 SOUL in 1989, sewing bespoke clothing in the LES at 151 Ludlow St. She became known for her unconventional styles such as the Tie Hat and deadstock fabric tees and hoodies. Her space was equal parts studio, shop, and clubhouse. The brand’s culture and clothing drew a loyal following, including Mos Def, De La Soul, A Tribe Called Quest, Bobitto, and Mad Lib.
Before the internet, smartphones, and the term Streetwear even existed, 555 SOUL offered a distinct concept that spoke to the early 90’s creative scene. Triple 5 Soul helped define the streetwear industry with its coalescence of influences from hip-hop, b-boys, skateboarding, and downtown New York City. The brand flourished in the ’90s and early 2000s because of its vibrant energy, community of artists, and unique clothing. According to Ehlke’s announcement letter, these same foundations are at the heart of Triple 5 today.
This inaugural campaign celebrates the past and present with vintage pieces from Ehlke’s personal collection, found objects connected to the brand’s narrative, selections from their FW23 release, and one-of-one pieces sewn by Camella in her Brooklyn studio. Highlights include hand-drawn graphics and nods to their legacy with original logos designed by Alyasha and heritage styles such as the Arch Crewneck. In an effort to produce goods more responsibly, all tees and fleece are made using recycled cotton.
The team curated a selection of objects and vintage clothing that are related to the history of 555 SOUL including iconic styles and notable art and music memorabilia. This assortment, called The Archives, is available for sale on their website and will be continuously updated.
Sue Kwon - a celebrated photographer who worked with the brand in the ‘90s - captured the lookbook. A group of friends in the NY creative scene led Kwon through some of their favorite spots in the city. Like the founding days of Triple 5, this campaign was conceptualized in a grassroots way. Everyone dug through Ehlke’s archives and the new collection, putting together their styles and collaborating on the overall direction of the shoot. This campaign embodies Triple 5’s refreshed sense of purpose: building community, uplifting this generation of artists, and sharing stories of the artists who influenced the brand and this pivotal cultural moment at large.
Shop the collection - vintage, contemporary, and bespoke - at triplefivesoul.com. Available now. Stay tuned for a pop-up workshop and collaboration at Concepts in NYC later this year, a capsule release with Pleasures, and projects with emerging artists and legacy artists from the brand’s history.
