Essentials and Always Do What You Should Do: A New Era of Streetwear and Purposeful Fashion

In today’s world of fashion, streetwear has evolved far beyond its humble roots in skate parks and music venues. It’s become a global phenomenon, influencing not just how people dress but also how they express their identities and values. At the forefront of this cultural shift stand two brands: Essentials and Always Do What You Should Do. Though both operate within the streetwear space, they represent two distinct approaches to design, ethos, and consumer connection.

Essentials: The Minimalist Powerhouse

Founded by Jerry Lorenzo as an extension of his luxury label Fear of God, Essentials essentialssweatpant.com made its debut in 2018. While Fear of God was known for its high-end, spiritual-inspired collections, Essentials was created as its more affordable, accessible sibling—targeted toward a younger audience hungry for minimalist yet impactful fashion.

Design Philosophy and Aesthetic

Essentials is a brand that thrives on simplicity and intention. Instead of overcomplicating designs with graphics or exaggerated details, the brand focuses on clean silhouettes, neutral color palettes, and comfortable fits. Think oversized hoodies in earthy tones, sweatpants with subtle branding, and boxy tees that evoke a sense of effortless cool.

Jerry Lorenzo once mentioned that Essentials is “about providing foundational pieces for everyday life.” And that’s exactly what the brand does—delivering basics that aren’t basic. There’s an elevated element in every piece, whether it’s the cut of a hoodie or the placement of the logo, that transforms a seemingly simple garment into something desirable.

Cultural Relevance and Mainstream Success

One of the biggest reasons behind the rise of Essentials is its cultural credibility. The brand has been embraced by everyone from athletes and rappers to influencers and Gen Z style icons. Social media platforms like Instagram and TikTok have played a major role in spreading the Essentials aesthetic, often showcasing the brand’s signature hoodies and sweat sets styled with sneakers and subtle accessories.

Collaborations and partnerships have also helped Essentials remain relevant. Though not as heavy on collaborations as other streetwear brands, Essentials has been stocked by major retailers like SSENSE, Mr Porter, and PacSun, giving it a wide audience and a sense of global accessibility.

Quality and Affordability

While not as expensive as Fear of God, Essentials still sits at a higher price point than your average fast-fashion label. However, the value lies in the quality and versatility. The fabrics are carefully chosen, the fit is deliberate, and the branding—usually a small "ESSENTIALS" logo—is never overbearing. The clothing is made to last, intended to be worn across seasons, and styled in infinite ways.

It’s this commitment to timelessness and quality that gives Essentials its staying power. In a world dominated by trend cycles and ever-changing aesthetics, Essentials offers a kind of fashion stability.

Always Do What You Should Do: Purpose-Driven Streetwear with a UK Edge

On the other side of the streetwear spectrum lies Always Do What You Should Do, a newer and more underground brand hailing from the UK. As its name suggests, the brand is built on principle, philosophy, and personal responsibility—qualities that resonate deeply in today’s socially aware youth culture.

The Story Behind the Name

“Always Do What You Should Do” isn’t just a name—it’s a mantra. The phrase embodies a message of self-discipline, accountability, and ethical living. It suggests that wearing the clothes means subscribing to a mindset: be your best, act with integrity, and live with purpose.

This brand doesn’t just aim to make people look good. It wants them to think deeper about their choices, their actions, and how they represent themselves through fashion.

Design Style and Brand Identity

The aesthetic of ADWYSD leans heavily into bold statements, meaningful slogans, and utilitarian silhouettes. Expect graphic tees, heavy outerwear, cargos, and hoodies that often feature the brand’s name in prominent lettering. The font, the layout, and even the placement of the logo often feel like they’re designed to make you stop and read.

There’s a rawness to the brand—something unapologetically gritty and urban. It reflects its UK roots, taking cues from London’s underground music scene, football culture, and the everyday resilience of working-class communities.

While Essentials might be about understated luxury, ADWYSD is about impact and clarity. It's streetwear that talks back, that asks questions, and that encourages wearers to stand for something.

Community and Messaging

ADWYSD has gained significant traction in the UK and beyond because of its authentic messaging. It’s a brand that doesn’t rely on celebrity endorsements or huge collaborations. Instead, it builds its presence through grassroots methods: community-based events, local photo shoots, and word-of-mouth hype.

One of the most compelling aspects of the brand is how philosophically grounded it is. It speaks to a generation tired of performative branding and empty marketing. The name alone—“Always Do What You Should Do”—is powerful, almost confrontational. It reminds the wearer (and anyone who sees it) that fashion can be more than aesthetics—it can be a lifestyle compass.

Material and Craftsmanship

While relatively new, ADWYSD has shown a strong commitment to quality. Pieces are often made from heavyweight cottons, durable nylons, and weather-resistant materials. There’s a utilitarian influence present in many collections—jackets with tactical details, pants with multiple pockets, and garments that feel as functional as they are fashionable.

This rugged craftsmanship aligns with the brand’s messaging: clothes built to withstand real life, not just for posing on social media.

Essentials vs. Always Do What You Should Do: A Comparative Look

Though they operate in the same fashion category, Essentials and ADWYSD cater to different mindsets:

What makes these two brands so important is that they each represent a different ideology within streetwear. Essentials is about building a wardrobe foundation, offering flexibility, and evoking calm through simplicity. ADWYSD, on the other hand, is about activating the mind, encouraging self-awareness, and making fashion part of a daily ethical practice.

The Broader Impact of Brands Like Essentials and ADWYSD

In a market flooded with fast fashion, loud graphics, and endless trend cycles, both Essentials and ADWYSD stand out for their clarity of purpose. They understand that the modern consumer is no longer just buying clothes—they’re buying ideas, values, and identity.

• Essentials empowers wearers to slow down, invest in quality, and find beauty in restraint.

• ADWYSD challenges wearers to live consciously, act rightly, and wear clothing that reflects thought, not just taste.

These brands don’t just influence how people dress—they influence how they live.

Conclusion: Two Paths, One Purpose

Whether you’re drawn to the muted tones and calming presence of Essentials or the loud truths and raw emotion of Always Do What You Should Do, one thing is clear: streetwear is no longer just about rebellion—it’s about responsibility.

Essentials and ADWYSD uk-alwaydowhatyoushoulddo.com prove that you don’t have to compromise style to have substance. They’re creating a space where minimalism meets meaning, where aesthetics align with action. And in doing so, they’re shaping the future of fashion—one hoodie, one mantra, one statement at a time