Défier is an Attitude.
Défier represents those who are brave enough to stand their ground. Our brand is a tribute to everyone who refuses to be defined by their origin or circumstances. Our label is driven by a small team that combines a passion for streetwear and authenticity with the desire to stand out.
The rooster is the logo of our brand and a cross-cultural symbol of pride and strength. It defies all odds and reflects our story and philosophy. Défier is for those who don't want to be a drive-thru for fashion fast food – or wear brands that everyone else wears, brands that say nothing.
Look Good, Feel Good - Perform.
Our cuts are designed to feed your confidence, flatter your body type, and stay loyal to you for the long haul. The oversized fits with dropped shoulders provide maximum comfort and give you a dopamine boost every time you look in the mirror.
It Starts with a Person
Aaron is the heart of Défier. On July 27, 2017, while waiting at a bus stop for the train, he has the idea for the brand and the thought of using a rooster as the logo. Throughout the day, the almost complete identity of the brand takes shape in his mind, and by the end of the evening, he designs the final logo, which has remained unchanged to this day.
First Pieces Being Sold
The first online shop goes live with a collection consisting of 1 polo, 5 shirts, 1 crewneck, and 3 caps.
Our Classic Shirt with the iconic rooster patch on the chest and the Integral fleece pullover make their debut in 2020, with the fleece pullover becoming our first bestseller.
Struggle Is Part of Success
Aaron now dedicates himself to Défier full-time. Trademark protection is extended to over two dozen countries, and our first pop-up store opens at Dresden Airport. To grow, we go into debt once again, this time with a six-figure bank loan and private liability. The capital is almost entirely invested in a new collection, which proves to be slightly too ambitious for our size. Just a few months later, another overly ambitious collection follows.
We run into serious trouble and eventually part ways. Have you ever bitten down on a ceramic crown in your sleep due to stress? Times are getting tough now. Aaron has to find a job and spends his evenings not with family but packing orders.
Bad Times, Good Friends
Aaron finds support in his family and friends, who believe in him and the vision of Défier. Together, they piece things back together, and by the end of 2023, the brand not only receives a small makeover, but our first jeans and jacket also make their way into the collection.
By 2024, the tough times slowly begin to fade, and Défier evolves into a small collective. "The Tough Drop" celebrates this new beginning with a community event. DJ World Champion ESKEI83 is spinning the beats, and our guests are treated to free drinks, food, and tattoos by Inklabs. "The Tough Drop" is a tribute to resilience: confident colors and the claim "Tough times don’t last..." on one of the shirts are directly linked to the past years.
It Starts with a Person
Aaron is the heart of Défier. On July 27, 2017, while waiting at a bus stop for the train, he has the idea for the brand and the thought of using a rooster as the logo. Throughout the day, the almost complete identity of the brand takes shape in his mind, and by the end of the evening, he designs the final logo, which has remained unchanged to this day.
First Pieces Being Sold
The first online shop goes live with a collection consisting of 1 polo, 5 shirts, 1 crewneck, and 3 caps.
Our Classic Shirt with the iconic rooster patch on the chest and the Integral fleece pullover make their debut in 2020, with the fleece pullover becoming our first bestseller.
Struggle Is Part of Success
Aaron now dedicates himself to Défier full-time. Trademark protection is extended to over two dozen countries, and our first pop-up store opens at Dresden Airport. To grow, we go into debt once again, this time with a six-figure bank loan and private liability. The capital is almost entirely invested in a new collection, which proves to be slightly too ambitious for our size. Just a few months later, another overly ambitious collection follows.
We run into serious trouble and eventually part ways. Have you ever bitten down on a ceramic crown in your sleep due to stress? Times are getting tough now. Aaron has to find a job and spends his evenings not with family but packing orders.
Bad Times, Good Friends
Aaron finds support in his family and friends, who believe in him and the vision of Défier. Together, they piece things back together, and by the end of 2023, the brand not only receives a small makeover, but our first jeans and jacket also make their way into the collection.
By 2024, the tough times slowly begin to fade, and Défier evolves into a small collective. "The Tough Drop" celebrates this new beginning with a community event. DJ World Champion ESKEI83 is spinning the beats, and our guests are treated to free drinks, food, and tattoos by Inklabs. "The Tough Drop" is a tribute to resilience: confident colors and the claim "Tough times don’t last..." on one of the shirts are directly linked to the past years.
Heritage
Those who deny their roots lose the ground that supports them. Streetwear has its origins in early skate and hip-hop culture. From sportswear, casual cuts, and bold graphics, an urban fashion movement evolved that became a global phenomenon. When streetwear began its rise in the '90s, we were there as young skateboarders – and today we preserve its roots: individuality, authenticity, and a mindset that challenges conventions.
Proved by Artists
