Since our inception in early 2016, DFND London has emerged as a beacon in the UK streetwear landscape, standing firm in our mission to defend and elevate culture—whether it’s music, art, or generational influences. Our name, DFND, isn't just a statement; it’s a commitment to preserving the essence of cultural expression.

In 2024, DFND London is relaunching under all-new leadership and direction, setting the tone for UK casualwear. This new era brings a fresh perspective and vision, steering the brand into uncharted territory with an invigorated approach. Our art direction is now more dynamic than ever, blending the pulse of global streetwear with the sophistication of high-end fashion.

At DFND London, we don’t follow trends; we set them. Our collections are a testament to boundary-pushing creativity and fearless innovation. Each piece reflects our dedication to creating something unique, resonating with the new generation’s desire for authenticity and style.

DFND London is synonymous with confidence. We embody the spirit of the new generation, a blend of audacity and cultural reverence. Our mission is to defend the essence of street culture, redefining the fashion narrative one piece at a time. Join us in this exciting new chapter as we continue to champion bold self-expression and cultural innovation, making waves in the world of UK casualwear.




DFND PLAYS, a dynamic playlist curated by DFND LONDON, captures the vibrant musical culture synonymous with the brand. Embodying the spirited essence of British music, this playlist is a curated journey through contemporary hits and timeless classics that reflect the innovative and edgy ethos of DFND LONDON. From gritty urban beats to soulful melodies, DFND PLAYS is a celebration of the diverse sounds that shape the brand's identity, offering listeners a sonic experience that is distinctly British and unmistakably DFND. Tune in and immerse yourself in the musical heartbeat of DFND LONDON.