When siblings Daniel O’Connell and Pete Adams embarked on their clothing venture seven years ago, their motivation wasn’t driven by trends or profit; it actually began as a birthday surprise.
As Daniel’s 40th birthday was nearing, Pete found himself at a loss for a gift—until a memory surfaced that his brother used to be a DJ.
Enlisting the expertise of a designer, he crafted a logo inspired by records, which he then applied to a cap and a T-shirt.
The design gained traction, leading to the formation of a brand known as Brixton Street Wear, specializing in apparel like T-shirts, jumpers, caps, bucket hats, and shorts.
Their creations piqued interest not only from locals in Brixton, where they reside, but also caught the eye of an American entity named Brixton LLC.
This Californian brand characterizes itself as a “lifestyle brand with deep roots in music and a significant perspective on cultural relevance.”
Last year, the brothers received a cease-and-desist letter from the Californian firm requesting that they discontinue the use of the name Brixton.
In response, Pete expressed his frustration: “It’s incredibly annoying—how can anyone claim ownership over a place?”
Fortunately, the situation was resolved amicably, with both companies agreeing to coexist under specific conditions, such as modifying the logo, refraining from international sales, and clarifying on their website that Brixton Street Wear is not associated with Brixton LLC.
“We can now relax in the UK,” Pete remarked.
The BBC has reached out to Brixton LLC and its legal representatives, Groot & Evers, for their insights.
According to Pete, the legal tussle cost the brothers, both of whom were born and raised in Brixton, around £6,000.
They successfully raised just over £10,000 through GoFundMe, with the remaining funds earmarked for community initiatives, which have become integral to their business model.
The profits generated by their brand are reinvested into local charities and community organizations in Brixton, and they have already contributed thousands of pounds to various causes in south London.
In November 2021, they donated £1,015 to Resole, a charity based in Brixton that provides new and gently used trainers to homeless individuals, care leavers, refugees, and those facing financial hardships.
They also raised £720 for the Brixton Soup Kitchen and, more recently, contributed £1,200 to Brixton Recording Studios.
“Financially, we gain nothing from this,” Daniel stated after the legal matter was resolved.
“Our aim is to assist and give back to the community.
“We’re relieved that our business will no longer be harmed, and I’m thrilled that we can continue pursuing our passion.”
Pete added, “Our hope is to expand our reach, support more community projects, and demonstrate to other brands that not everything has to revolve around profit.
“If we all commit even 1% to goodness, the world will undoubtedly improve.”
