Anti Social Social Club burst into the fashion world in early 2015. Its eccentric and mysterious founder Neek Lurk had no ambitions to conquer the world, yet somehow managed to build a lucrative business based on stigmas such as mental struggles and depression. Now the brand counts Kanye West, Kim Kardashian as fans. Its online store is permanently sold out and the discussions about designs and messages on its clothes and accessories never cease. The history of ASSC does not exist without the story of its founder, Neek Lurk. Born and raised in Las Vegas, Nevada, he spent his youth on the Internet. Namely, on the NikeTalk forums in its heyday. Neek gained popularity and a reputation for posting WDYWT (What Did You Wear Today) photos. At the beginning of 2015, Neek designed 12 T-shirts with the same logo. He did not even print them, but created a photoshop mock-up, shared it on the Internet, and people bought all 12 of them. So, he decided to go on. His target audience was close friends but, piece-by-piece, these melancholic statements started to resonate throughout LA. And then a spontaneous tidal wave of hype propelled Anti Social Social Club straight into the forefront of streetwear before Neek could wrap his head around how and why.