Rokit has been doing extraordinarily well since its launch in 2015. Founder and co-owner Nico Guardalabene has made a name for himself in the fashion industry, with several global launches and collaborations. He now reconnects with his heritage and personal inspirations to launch a new brand.

Big things ahead for Nico Guardalabene. After an impressive run of milestones and collaborations since launching LA streetwear brand Rokit in 2015, the designer is looking to add something different this year. The long list of the streetwear brand's collaborations is of high caliber, including Nike, Converse and DC shoes.

Nico Guardalabene
Nico Guardalabene Nico Guardalabene

When the sneaker head's eyes turned to the NBA All-Star game in 2019, they got to see Kyrie Irving sporting Nico Guardalabene's designed game shoes, which were globally celebrated after the official launch. It's these moments with athletes, artists and celebrities, that streetwear designers aspire to reach. And the Californian designer has plenty of them. So, what's next when dreams turned reality?

Guardalabene is surely not at the end of his imaginations. For 2022, he reconnected with his family heritage, the family of Sicilian immigrants has kept its name in pride through 4 generations since finding success in the United States early in the last century.

It only makes sense that the new brand will carry the family name 'Guardalabene' which translates to 'Look at her well'. While still keeping things quite aroud details about the project, the designer does confirm the personal touch to it: 'it reflects my background, where I am from, what I represent'. Taking your family name into business is always a brave step, that raises expectations and surely creates pressure to do it justice. An achievement, that is surely not in doubt for the creative LA-based fashion designer.

It will be interesting to see what product line and direction he comes up with, as we are seeing more and more brands and houses going back to the aesthetics of the past decades this year, some much earlier than expected. But with his connection to his Sicilian heritage, we might very well receive a surprise that stands out in these times.