Cotton On launches among equals collection Cotton On launches among equals collection CREDIT: Cotton On

Cotton On launches first ever urban streetwear range, with NZ Creative Consultant, Daniel Tupara

Wednesday 28 September 2016, 10:52AM

Today marks the launch of Cotton On's among equals collection – a fashion conscious range of streetwear for men, inspired by trends and movements in urban culture from all over the world. 

From the rise of hip-hop throughout the late 80s and the infamous skate culture of the 90s, streetwear has long been considered the uniform of the outliers and independent minds. It is from this legacy that among equals was born.  

Inspired by the sneaker and skate subcultures of New Zealand and the rise of urban design influences across luxury and high street brands, among equals fuses a utility inspired colour palette with a 90s silhouette.

The range offers a tightly curated collection of longline tees, fleeces and bomber jackets paired back with drop crotch bases and utility outerwear. 

To ensure the authenticity of the range, Cotton On partnered with New Zealand native Dan Tupara, founder of sneaker store Sole Merchants who acted as Creative Consultant for among equals and was involved in all aspects of the range, from inception to launch.

In order to capture the attitude and lifestyle of the among equals community, Cotton On has collaborated with leading fashion and culture hub Hypebeast to launch the range, enlisting talent from all over the globe to shoot, style and art direct the campaign shoot, which took place in Auckland, New Zealand earlier this year.

The campaign was shot by Bobby Anwar, a Copenhagen-based photographer whose love of urban culture and streetwear has taken him all over the world.

The collection will be available online at and in selected Cotton On stores globally TODAY, with prices starting at NZD19.95.