Lifestyle
Whatever Happened to Ecko? The Rise and Fall of a Streetwear Giant
Once a dominant force in streetwear fashion, Ecko Unltd. was one of the biggest urban brands in the world, worn by hip-hop legends, skaters, and trendsetters alike. Founded by Marc Ecko in 1993, the brand’s signature rhino logo became an unmistakable emblem of early 2000s street culture. However, today, Ecko is nowhere near the powerhouse it once was. What exactly transpired with Ecko? Whatever happened to Ecko is a question on many minds.
The Rise of Ecko Unltd.
Marc Ecko, a graffiti artist from New Jersey, started his clothing line in the early 90s, combining urban art influences with bold, oversized designs. Ecko Unltd. quickly gained traction as a brand that resonated with street culture, especially within hip-hop, skateboarding, and extreme sports communities. But do you wonder what happened to Ecko?
By the early 2000s, Ecko Unltd. had become a billion-dollar brand. With endorsements from artists like 50 Cent, Ludacris, and Nas, as well as partnerships with video games, comic books, and even Hollywood, Ecko cemented itself as one of the leading streetwear brands of its time. It was not just a fashion label; it was a lifestyle statement.
The Golden Age of Ecko
Ecko’s success lay in its ability to tap into youth culture. Unlike other brands that remained strictly within their niches, Ecko expanded across multiple industries:
🎮 Video Games: Ecko developed and released Getting Up: Contents Under Pressure, a graffiti-based action game that resonated with street culture enthusiasts.
🛹 Skate and Hip-Hop Influence: The brand became a favourite among skaters and rap stars, appearing in music videos and on the backs of some of the biggest names in the industry.
🎥 Hollywood Collaborations: Ecko sponsored movie premieres and partnered with major films to expand its reach into pop culture. But then, whatever happened to Ecko?
At its peak, Ecko was sold in thousands of retail stores worldwide, including high-end boutiques and department stores. However, this success also became one of its biggest downfalls.
The Decline: Overexpansion and Market Saturation
By the late 2000s, Ecko began to lose its cool factor. What was once an exclusive and trendy streetwear brand became too widely available, leading to its decline in perceived value. How did the once prominent Ecko experience such a downfall?
🔻 Oversaturation: The brand expanded too quickly, making its products available in mass retailers like Ross, TJ Maxx, and Walmart. While this move made the brand more accessible, it hurt its credibility in the high-end streetwear scene.
🔻 Too Many Sub-Brands: Ecko launched multiple sub-labels, such as Ecko Red (women’s line) and Marc Ecko Cut & Sew (higher-end fashion), diluting its core brand identity.
🔻 Shifting Fashion Trends: The rise of newer, sleeker brands like Supreme, Off-White, and Yeezy changed the landscape of streetwear. Baggy jeans, oversized tees, and heavy graphics—staples of Ecko’s design—became outdated as minimalism took over.
Financial Struggles and Ownership Changes
Ecko’s rapid expansion led to serious financial troubles. In 2009, Marc Ecko had to take out loans worth $170 million to keep the company afloat. Despite efforts to rebrand, the damage was already done. By 2013, Ecko Unltd. was no longer owned by its founder. Instead, Iconix Brand Group acquired full ownership, marking the end of an era for the streetwear empire. Yet, one might wonder, what eventually happened to Ecko?
While the brand still exists today, it operates on a much smaller scale, focusing on international markets and nostalgic consumers rather than being at the forefront of street fashion.
Where is Ecko Today?
Although it is no longer a dominant streetwear force, Ecko Unltd. is still around. The brand continues to sell apparel online and in select stores, but it has failed to recapture its past glory.
✅ International Markets: Ecko has shifted focus to global markets, particularly in Latin America, Asia, and Europe, where urban fashion trends differ from North America.
✅ Nostalgia Factor: Some fans still appreciate the classic Ecko styles, leading to limited-edition releases and throwback collections.
✅ Collaborations and Licensing: The brand still partners with entertainment franchises, though these collaborations are less frequent than during its prime.
Lessons from Ecko’s Fall
The rise and fall of Ecko Unltd. provide valuable lessons for fashion brands:
💡 Exclusivity Matters: Once a brand becomes too widely available, it risks losing its aspirational status, as Ecko experienced.
💡 Adapting to Trends is Crucial: Failing to evolve with fashion shifts can result in irrelevance.
💡 Overexpansion Can Backfire: Expanding too quickly without a long-term strategy can lead to financial troubles and brand dilution. So, when reflecting on Ecko’s history, one asks: whatever happened to Ecko?
Final Thoughts
Ecko Unltd. was more than just a brand—it was a movement. However, its inability to adapt, maintain exclusivity, and control its expansion led to its decline. While it may never return to its former glory, its impact on streetwear culture remains undeniable.
For those who grew up in the early 2000s, Ecko Unltd. will always hold a special place in the history of urban fashion.
Lifestyle
Why Does Time in Dubai Feel Like It Goes So Fast?
Ask anyone who’s lived in or visited Dubai for a while, and you’ll hear a familiar line: “Time just flies here.” But why? Is there something in the sand-swept air, or is it more to do with our hyperactive schedules, mindsets, and environments? This isn’t just an abstract philosophical question—it’s rooted in neuroscience, psychology, lifestyle, and even culture. People often wonder why time in Dubai feels so fleeting. In this editorial deep dive, we explore why time seems to evaporate in Dubai faster than a bottle of water on Sheikh Zayed Road in July.
📍 The Dubai Effect: More Than Just a Feeling
Dubai is a city of motion. Towers rise overnight, events change weekly, restaurants flip menus monthly. In a place where innovation is a daily ritual and the skyline never sleeps, your environment is set to maximum stimulation. According to neuroscientist David Eagleman, our brain uses fewer memory markers when experiences are routine or over-familiar. In contrast, when the brain is bombarded with new, stimulating input, it processes time differently—especially in dynamic places like Dubai.
Translation? In the moment, Dubai can feel busy, chaotic, and hyper-present. But in hindsight, time seems to have vanished. Why? Because your brain didn’t save enough unique memory timestamps to stretch the experience.
🚀 Hyperstimulation & Urban Acceleration
Dubai is one of the most stimulating urban environments in the world. From sunrise yoga at Burj Park to business brunches at DIFC, then off to a networking mixer at The Arts Club—all in one day—it’s a non-stop sensory rollercoaster.
This level of activity has a psychological effect: the more your brain is engaged, the faster time appears to pass. Your cognitive bandwidth is spent absorbing, reacting, and adapting, leaving little room for stillness or reflection. The result? Time in Dubai feels condensed.
📱 Digital Overload in a Digitally Dominant City
Dubai is arguably one of the most digitally connected cities on earth. Smart city initiatives, cashless payments, AI-driven transport—everything moves fast, and so do we.
Notifications, deliveries, appointments, promotions—our attention is constantly pulled in multiple directions. Studies show that the more frequently we switch tasks or apps, the less we remember time passing. In short, in a city like Dubai, this digital overload makes time fly.
The more connected we are, the more disconnected we feel from time.
⏳ The Lifestyle Paradox: Maximum Experiences, Minimal Time
Dubai’s culture places high value on experiences: luxury, speed, status, and novelty. That means more socialising, more events, more “living life to the fullest”—and ironically, that’s what makes it all blur together.
Every brunch, gallery opening, car launch or VIP after-party contributes to a life of abundance, but abundance comes at a psychological cost: temporal compression. Indeed, the abundance of activities shortens perceived time in Dubai.
🌍 Expat Turnover and the ‘Always-On’ Mentality
With 90% of Dubai’s population being expat-based, there’s an unspoken urgency in how people live. Contracts are short. Opportunities are fast. Relationships shift quickly. Everyone’s trying to make the most of their time here.
This creates an environment of short-term intensity—where we overbook, overachieve, and overextend. And while that fuels career and social growth, it also makes time feel like it’s on fast-forward, especially during your time in Dubai.
🎢 Routine vs Novelty: A Psychological Balancing Act
Paradoxically, time feels slower when you’re bored and faster when you’re stimulated. But in hindsight, it flips. According to psychology professor Claudia Hammond, when we’re in highly repetitive environments, we remember time dragging. But when our memories are rich and varied (like a day out in Old Dubai or an overnight desert safari), we look back and think, “Where did the day go?”
Dubai offers little downtime. Even a ‘quiet night in’ can become a story worth posting. That constant novelty keeps us moving, but it also means time slips by with less conscious awareness, especially while spending time in Dubai.
🧘 Mindfulness vs Motion: Can We Slow It Down?
While we can’t slow the clock, we can change our perception of time. Experts suggest practising mindfulness, digital detoxing, and even engaging in manual tasks like journaling or walking—activities that bring us back to the present.
In Dubai, this can look like:
- Early morning beach meditation at Kite Beach
- A tech-free lunch at Arabian Tea House
- Slow art walks in Alserkal Avenue
These deliberate pauses help you store memories more deeply, making time feel fuller and more expansive during your Dubai experiences.
📅 Final Thought: It’s Not Just You
Time in Dubai does feel like it moves faster, but it’s not because you’re imagining it. It’s the result of an ultra-modern city designed for movement, momentum, and memory-blurring stimulation.
Want to feel like you’ve got more time? Take a breath, unplug for an hour, and let the city slow down around you—even if just for a moment.
Lifestyle
Rolex, Omega, Cartier, Breitling, and Other Luxury Watchmakers Respond to Tariffs with Price Increases
Luxury watch enthusiasts and collectors might soon find themselves digging deeper into their pockets as prominent brands such as Rolex, Omega, Cartier, and Breitling announce forthcoming price increases in response to recently imposed tariffs. With watchmakers responding to tariffs, the imposition of tariffs on Swiss imports into the United States has triggered a wave of adjustments within the luxury watch industry, affecting both pricing strategies and market dynamics significantly.
Background of the Tariffs
The scenario began unfolding when former President Donald Trump initially announced severe tariffs of up to 31% on Swiss products. Switzerland, renowned globally as the epicentre of luxury watchmaking, quickly found itself in a state of alarm. Dealers and retailers reacted urgently; some vintage dealers swiftly arranged emergency shipments to preemptively stockpile inventory, anticipating the impact these tariffs would have on the market. The industry breathed a collective sigh of relief when the administration introduced a 90-day postponement of the most extreme tariffs, but the remaining 10% levy has continued to exert considerable pressure on watchmakers and dealers alike.
Impact on Brands and Pricing
Rolex, arguably the most iconic name in luxury timepieces, was among the first to confirm price adjustments. Starting May 1, Rolex raised its prices by approximately 3%, a notable shift for collectors and prospective buyers alike. Following Rolex’s move, Omega soon disclosed plans to increase prices by an average of 5% across its collections. These adjustments set the stage for widespread market expectations of similar responses from other major watch manufacturers.
Sources within the industry strongly indicate that additional brands under Richemont and Swatch Group umbrellas, notably Cartier, are also preparing to adjust their retail prices. Breitling, an independent yet equally prestigious watchmaker, will also implement similar changes. Luxury conglomerate LVMH, home to esteemed brands like TAG Heuer and Bvlgari, is similarly expected to raise prices in line with industry trends, with projected increments ranging between 3% and 5%.
The tariffs have not only affected pricing but also narrowed the profit margins available to authorised dealers, who traditionally rely heavily on sales of these high-value items. Reduced margins might further disrupt the sales ecosystem, compelling dealers to rethink strategies for sustaining their businesses amidst increased operating costs.
Consumer Impact and Market Dynamics
While a 10% tariff increase might initially appear modest compared to the proposed 31%, the tangible impact on the luxury watch market remains significant. The price hikes brought about by the tariffs have already begun influencing consumer purchasing decisions, particularly among middle-tier collectors and buyers whose budgets are more sensitive to price fluctuations.
Joshua Ganjei, a notable figure at Boston’s European Watch Company, points out that these price hikes are reshaping how enthusiasts engage with the market. He highlights a growing shift toward the secondary market, where pre-owned luxury watches offer more appealing financial propositions compared to new retail purchases. As MSRP climbs, the allure of sourcing watches through alternative channels, such as pre-owned dealerships, intensifies.
The Secondary Market’s Opportunity as Watchmakers Respond to Tariffs
As prices for new watches rise, the secondary market stands poised to benefit substantially. Collectors seeking to avoid paying increased retail prices are likely to redirect their attention toward pre-owned watches, enhancing the already booming secondary market. This trend presents considerable opportunities for resellers and pre-owned luxury watch specialists who could see a spike in demand and increased sales volume.
Ganjei suggests that tariffs represent not merely a temporary policy shift but rather a fundamental transformation in how American collectors access luxury watches. The secondary market, therefore, is positioned to gain considerable traction, offering more economically accessible alternatives to luxury watch enthusiasts.
Reactions Among High-End Independent Brands
Interestingly, not all segments of the luxury watch industry express immediate concern over the tariffs. Brands such as H. Moser & Cie, which cater predominantly to high-end collectors less influenced by market volatility, remain relatively unperturbed. Edouard Meylan, CEO of H. Moser & Cie, conveyed confidence despite the unexpected tariff announcements. Meylan emphasised the importance of maintaining strong, long-term relationships with retail partners, stating that most orders placed ahead of these tariffs remain secure.
H. Moser & Cie proactively responded to the initial tariff announcement by swiftly shipping products to US retailers before the potential increase could take effect, demonstrating strategic agility. Such proactive measures reflect how adaptable independent brands can be in navigating unpredictable regulatory landscapes, particularly when supported by loyal, affluent clientele whose buying patterns are resilient to short-term fluctuations.
Broader Implications
The ripple effect of these tariffs reaches far beyond consumers’ wallets. The luxury watch industry, notably reliant on intricate global supply chains and sensitive to international policy shifts, faces potential challenges in maintaining steady operations and profitability. While major brands and high-end independents might weather the storm, smaller retailers and dealers may face disproportionate struggles due to shrinking margins and potentially declining sales.
Moreover, if the tariffs dampen overall demand, watch manufacturers could face slower inventory turnover and disrupted production schedules.
This scenario would not only impact manufacturers directly but also reverberate through the broader luxury goods market, affecting ancillary businesses and associated industries reliant on robust luxury goods sales.
Consumer Strategies Moving Forward
For consumers determined to purchase specific luxury watches despite higher prices, timing and market awareness become critical. Understanding market dynamics, tracking price adjustments, and considering strategic buying windows could mitigate some impacts of these price increases. Additionally, buyers may increasingly leverage relationships with trusted secondary market dealers, ensuring they obtain desired models at comparatively favourable prices.
Conclusion
The introduction of tariffs has undeniably shaken the luxury watch market, prompting brands like Rolex, Omega, Cartier, Breitling, and others to revise their pricing strategies upward. While immediate consumer responses vary widely depending on economic factors and personal purchasing power, the long-term implications could reshape luxury watch buying patterns profoundly.
Whether these tariffs remain a short-lived challenge or evolve into a prolonged reality, their initial impact is unmistakably significant. Collectors and buyers must now navigate a market where increased prices are the new norm, prompting a reevaluation of buying strategies and market interactions. This shift may permanently alter the landscape of luxury watch collecting, highlighting adaptability as the defining trait for brands, retailers, and consumers alike in navigating an uncertain future.
Lifestyle
UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2”
In an era where sneaker collaborations often feel like carbon-copy marketing rollouts, the UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” breaks the mould — not just with bold design choices, but with a deeply personal narrative that resonates far beyond the sneaker community. Set to release on 10 May 2025, this limited-edition drop celebrates Mother’s Day with a tribute to love, legacy, and the power of remembrance.
Following the emotional success of the original “Grandma’s Couch” collection in 2023, UnheardOf founder Phil Lipschutz returns with a new green colourway of the Rivalry Lo, revealed via @sneakyleakpod, likely as a Friends & Family exclusive. But what truly sets this release apart is the poignant story that underpins it — a tribute to his late grandmother, Naomi Phillips, whose influence inspired a sneaker saga now in its second emotional chapter.
👟 From Couch Cushions to Collectors’ Shelves: How It All Began
The story starts in 2023 with what, on the surface, looked like a quirky drop — a sneaker inspired by grandma’s floral furniture. But it was more than kitsch. It was a tribute to the nostalgic textures and colours of childhood visits, warm conversations, and the embroidered tapestry sofas that shaped the interiors of so many family homes.
The first UnheardOf x adidas Rivalry Lo “Grandma’s Couch” drew attention not just for its vivid design, but for how personal it felt. Wrapped in floral upholstery patterns, encased in a custom shoebox resembling a mid-century sofa, and decorated with handwritten letters and vintage tags — it was clear that this was a sneaker from the heart.
💚 Enter 2025: The Green Colourway and the Emotional Sequel
Now, with Naomi Phillips having passed on, Lipschutz doubles down on personal storytelling. The 2025 edition, nicknamed “Grandma’s Couch 2”, unveils a new green-based colourway, adding a fresh visual identity to an already emotionally charged concept.
While the original used a pastel-heavy floral motif, this iteration leans into a subtle green palette accented with fuchsia pink and cream tones. The toe box and mid-foot panel are adorned with embroidered flowers, delicately woven beneath adidas’ iconic three stripes.
But it’s the details that make this sneaker more than merchandise:
- “Dear Naomi” is etched across the forefoot, immediately setting the tone.
- “Love Always and Forever” is embroidered on the heel tab, a touching signature to a legacy that lives on through laces and leather.
🎁 Packaging as Personal Archive: A Shoebox Like No Other
In a sneaker market obsessed with resale value, few drops have given as much care to packaging design as UnheardOf.
This time around, the shoebox is styled to mimic beauty products gifted to Naomi by her grandson — a heartfelt homage to the private love shared between generations. The exterior, however, takes it a step further with a watercolour painting done by Naomi’s husband. The result is not just a container but a keepsake — a shoebox that belongs in both art galleries and memory boxes.
🌸 The Narrative Design: How Storytelling Drives Hype Without Gimmicks
Phil Lipschutz understands the power of emotional storytelling in an age where authenticity is king. While other brands spend millions crafting viral campaigns, UnheardOf builds cult status by grounding its collaborations in real-life narratives.
This approach sets it apart:
- No celebrity cosigns
- No mass-market rollout
- No inflated pricing strategies
Instead, what drives interest is emotional resonance — something that most brands struggle to engineer.
📍 Release Info: When and Where to Get the Pink Colourway
While the green variant remains a Friends & Family exclusive, the pink colourway will release to the public on 10 May 2025, timed to coincide with Mother’s Day. Here’s what to know:
| Feature | Details |
|---|---|
| Colourway | Soft pink and cream with floral detailing |
| Release Date | 10 May 2025 |
| Price | $185 USD |
| Retailer | Exclusively via UnheardOf (in-store & online) |
Expect very limited quantities, and given the emotional backstory, demand is expected to outpace supply. If history is any indication, resale prices will skyrocket within days.
🧵 About UnheardOf: A Brand Rooted in Story and Community
For those unfamiliar, UnheardOf is not your average streetwear label. Based in Cincinnati, the brand has quietly built a reputation for community-first designs, blending humour, heritage and limited-edition style with remarkable clarity of vision.
Their previous adidas collaborations — including the aforementioned Grandma’s Couch — sold out instantly, not due to influencer hype but through word-of-mouth, loyalty, and emotional gravity.
Phil Lipschutz, the brand’s founder, has often stated that his goal is to create products that tell stories — stories that start on the feet but live on in hearts and memories.
🎨 Behind the Design: Material Matters
The Rivalry Lo “Grandma’s Couch 2” is not just visually stunning — it’s built with care:
- Textile overlays mimic upholstery fabric without compromising durability.
- Fuchsia stitching contrasts beautifully against the pastel base, evoking springtime nostalgia.
- A soft-touch insole features floral patterns and a printed note styled like a letter.
No material feels mass-produced; each texture and stitch speaks to intention, legacy, and emotion.
📈 Market Buzz: Early Hype, Sneaker Culture Reactions, and Collectibility
Initial leaks via @sneakyleakpod have already caused a stir across Reddit, Twitter, and sneaker forums. While the Friends & Family green edition won’t release publicly, its reveal has amplified anticipation for the general drop.
Some quotes from community members:
“This isn’t just a shoe — it’s therapy in a box.” – u/fadedsummer
“This is how you do a tribute right. Subtle, honest, beautiful.” – @crepecurator
“I’m crying. Grandma would’ve LOVED these.” – TikTok user @emmysoles
🔎 Sneaker Stats: What You Need to Know
| Metric | Detail |
|---|---|
| Model | adidas Rivalry Lo |
| Collaboration Partner | UnheardOf |
| Inspiration | Naomi Phillips (Phil’s grandmother) |
| Colours Available | Green (F&F), Pink (Public) |
| Materials | Floral textiles, premium suede |
| Price | $185 |
| Release Platform | UnheardOf online & in-store |
| Box Artwork | Watercolour by Naomi’s husband |
🧠 Why This Sneaker Matters in 2025
In a year already packed with collabs from giants like Travis Scott, Salehe Bembury, and Nike’s NFT experiments, this release proves that intimacy and story can outperform hype.
Where others are creating spectacle, UnheardOf is creating soulful connections — and in doing so, preserving memories in every stitch.
This is not just a Mother’s Day sneaker. It’s a multigenerational art project, one that uses footwear to tell a story of love, memory, and design.
🧵 Final Thoughts
The UnheardOf x adidas Rivalry Lo “Grandma’s Couch 2” isn’t chasing trends — it’s cementing itself as a cultural artefact. A love letter hidden in a shoebox. A tribute that will live on in the stories we tell, and the soles we wear.
For those lucky enough to cop a pair this May, know that you’re wearing more than a sneaker. You’re carrying legacy.
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