R13 represents streetwear with a rebellious spirit, blending punk, grunge, and rock 'n' roll with luxurious craftsmanship. Founded in New York in 2009 by Chris Leba, the label has established itself as a major player in the international fashion scene. What began as a denim brand with a particular flair for distressed looks has evolved into a flagship for a new generation of fashion-conscious individualists. Striking cuts, distinctive washes, iconic jeans, and bold prints define every collection, making R13 the perfect brand for those who want to combine classic fashion with a radical, modern twist. R13 combines the untamed aesthetic of punk and grunge subcultures with high-quality workmanship and carefully selected materials—a mix that has proven successful both on the streets of New York and on international runways.

Chris Leba, the founder and creative director of R13, began his fashion career at renowned labels such as American Eagle and J.Crew before spending nearly two decades at Ralph Lauren. There, he internalized the classic codes of American fashion, but simultaneously developed a need to counter these formal structures with a more rebellious, artistic stance. R13 emerged from this inner tension. Leba wanted to create a brand that reflects American traditions, but from the perspective of subcultures—from punk and grunge to garage rock. His designs are characterized by a deep personal conviction: fashion is not a product, but an expression of identity and attitude. With R13, Leba presents clothing as a powerful language that is loud, uncomfortable, and yet aesthetically precise.

R13 made its debut at New York Fashion Week in 2016 – and not without reason, seven years after its founding. Chris Leba wanted his designs to speak for themselves first. Since then, the label has been a regular fixture at New York Fashion Week and has also presented at Paris Fashion Week. R13 doesn't rely solely on classic runway presentations. The brand experiments with alternative forms of presentation, including lookbooks with AI-generated scenes and themed shows staged like mini-festivals. In the Spring/Summer 2024 collection, Leba showcased models in festival outfits that braved mud and rain – an homage to Glastonbury and Woodstock. At the same time, he surprised with new silhouettes, such as bubble-hem dresses and Gorpcore-style parkas.

Among R13's most recognizable signature pieces are crossover jeans with an asymmetrical waistband, distressed band t-shirts with a vintage flair, oversized flannel shirts, and chunky platform boots. The distressed jeans are emblematic of the brand's craftsmanship: precisely placed rips, authentic-looking washes, and innovative cuts make them favorites in the international fashion scene. But R13 isn't limited to denim. The brand has continuously expanded its range—to include biker-style leather jackets, military-inspired coats, slip dresses with a grunge twist, and voluminous sweaters with extra-long sleeves. It's precisely these deliberate juxtapositions of classic silhouette and subcultural appeal that make R13 so distinctive. Wearing an R13 garment demonstrates not only a keen sense of style but also a strong sense of individuality and self-expression.

R13 offers fashion for women and men – and everything in between. The collections are designed to be inclusive, offering styles for a wide range of body shapes and preferences. From high-waisted jeans and relaxed boyfriend jeans to wide, flowing trousers and layerable oversized shirts, R13 offers cuts that allow everyone to create their own individual look. A key feature is the gender-neutral design approach: many pieces are intentionally designed to be gender-neutral, making R13 particularly popular with younger, progressive shoppers. The designs allow for a free interpretation of femininity and masculinity.

Chris Leba understands fashion as a means of self-expression. His collections play with societal expectations and transform them into wearable art. A classic tuxedo becomes a tattered reminder of glamour; a flannel shirt a fashion manifesto. R13's stylistic devices are deconstruction, material mixing, and irony, transforming simple everyday pieces into provocative fashion statements. The brand repeatedly draws on pop-cultural symbols, reinterpreting them: band t-shirts, camouflage prints, camouflage patterns, or cowboy elements—at R13, nothing is simply adopted but placed in a new context.