From a bedroom joke among friends to a national streetwear force, YOUKNOW Clothing has turned Kiwi slang into a premium brand built on community, confidence, and comfort.

Don't miss these

4 related posts

Founded by: Joe Webb · Base location: New Zealand · TikTok followers: 187.5K · Style focus: Premium streetwear

Quick snapshot

1Confirmed facts
2What’s unclear
  • Exact launch date beyond “2017” (no month or day confirmed)
  • Nature and duration of Joe Webb’s basketball career before fashion
  • Current social media metrics beyond 2023 figures
3Timeline signal
  • 2017: Phrase printed on first t-shirt as a joke with friends (1News)
  • 2017–2021: Bedroom operation scales into full brand (YOUKNOW Story interview)
  • 2023: 1News feature elevates national profile (1News)
  • Post-2022: Evolution into YOUKNOW Media (1News)
4What’s next
  • Continued expansion through YOUKNOW Media platform
  • Podcast properties The Morning Shift and PlayOn Sports
  • Growing global shipping footprint beyond NZ and UK markets

Key details about this Kiwi streetwear brand emerge across multiple verified sources.

Label Value
Owner Joe Webb
Location Aotearoa, New Zealand
Style Premium streetwear
Website youknowclothing.com
Founder education Double major IT and business management
Bestsellers Cosyszn, Nothing, Block hoodies
Brand pillars Confidence, comfort, community
Evolution Expanded into YOUKNOW Media

Who owns YouKnow clothing?

Joe Webb is the founder, owner, and driving force behind YOUKNOW Clothing. Based in Aotearoa, New Zealand, Webb built this streetwear label from the ground up after launching the brand in 2017. His background includes a double major in IT and business management from university, and his professional journey before fashion included playing professional basketball, according to a University of Canterbury case study.

Joseph Webb as founder and CEO

Joe Webb operates as both founder and chief executive of the brand. A talent agency profile describes him as “an iconic Kiwi clothing brand owner” whose influence is “grounded in authenticity, community, and culture.” Webb has grown his personal following to 32,100 Instagram followers as @jwebbo8 and maintains an active presence on TikTok with 7,390 followers as of recent counts.

The upshot

Joe Webb’s journey from basketball courts to brand leadership illustrates how Kiwi entrepreneurs are leveraging social media to build national fashion identities without traditional retail infrastructure.

What does you know clothing stand for?

YOUKNOW Clothing stands for community, confidence, and comfort — the three brand pillars that Webb has maintained since the beginning. The brand originated from the phrase “you know,” used positively among friends to show support, according to coverage by 1News. What began as a casual slang expression printed on a t-shirt has evolved into a statement of identity for wearers across New Zealand.

Brand story and meaning

The name carries intentional ambiguity — it works as a casual affirmation, a conversation starter, and a subtle nod to Kiwi vernacular. According to an academic case study from the University of Canterbury, the mission explicitly aims to “inspire success and support whānau in the community.” Community involvement has been structural from day one: friends and family contributed to the creative process and product releases from the start.

Why this matters

Unlike brands that retrofit community messaging onto their marketing, YOUKNOW built it into operations from the first product drop. This authenticity has helped the label develop a dedicated following in a crowded streetwear market.

When did you know clothing start?

YOUKNOW Clothing officially launched in 2017. The origin story is well-documented: Webb asked a friend to print “you know” on a t-shirt, posted it on social media, and immediately saw demand spike. That bedroom experiment became a side hustle, then a full-time venture as Webb scaled operations gradually. By 2022, a podcast interview referenced approximately four and a half years of brand operation, which aligns with the 2017 establishment date.

Launch timeline

  • 2017: First t-shirt printed and posted to social media
  • 2017–2021: Gradual scaling from bedroom to full operations
  • Ca. 2018–2022: Business managed while Webb worked overseas in the UK
  • 2023: National media coverage from 1News on July 8 elevates profile
  • Post-2022: Evolution into YOUKNOW Media, adding podcast properties

“Started a little clothing brand called you know about four and a half years ago joke turned serious.”

— Joe Webb, founder, in a Hustlers Podcast interview

The implication: the brand’s organic growth from social media virality bypassed traditional fashion retail entry points entirely.

Who designed you know clothing?

Joe Webb designed YOUKNOW Clothing. His career trajectory from professional basketball into design and entrepreneurship has shaped the brand’s aesthetic direction. Webb studied IT and business management alongside his basketball career, which gave him both creative thinking and operational skills that proved valuable for building a fashion brand. A University of Canterbury case study notes Webb as a “retired professional basketball player now in design, podcasting, and entrepreneurship.”

Joe Webb connection

Webb’s partner Aida Amoozegar Montero is involved in the brand, and popular Kiwi singer Stan Walker has been associated with YOUKNOW. The brand has attracted attention from the local entertainment community, which has helped drive organic awareness beyond traditional fashion marketing channels.

The catch

Webb’s multi-industry background gives the brand versatility but also means fashion design competes with other ventures for attention. The evolution into YOUKNOW Media raises questions about where the clothing line sits in his broader business priorities.

What are popular Irish clothing brands?

While YOUKNOW Clothing is distinctly New Zealand–based, understanding the broader fashion landscape helps contextualize its positioning. Several Irish fashion brands have gained recognition for quality and design, though their market positioning differs significantly from Kiwi streetwear labels. Irish brands typically emphasize traditional craftsmanship or contemporary minimalist aesthetics rather than the bold graphic streetwear aesthetic that defines YOUKNOW.

Context in Irish fashion

Irish fashion brands have developed strong followings through a combination of heritage and modern design. The Irish market has seen growth in direct-to-consumer brands that emphasize quality fabrics and sustainable production — similar trajectories to what New Zealand streetwear labels like YOUKNOW have pursued in their home market. International interest in Irish fashion reflects broader trends in consumers seeking authentic, story-driven brands over mass-market alternatives.

What this means: regional streetwear identities worldwide tap into local culture and slang as competitive differentiation against global fast fashion.

What people say

“You know” was once a phrase used in a positive way by Joe Webb and a group of his friends to show support.

— 1News profile on YOUKNOW Clothing

Owner of iconic Kiwi clothing brand YOUKNOW, Joe’s influence is grounded in authenticity, community, and culture.

— Johnson Laird talent agency profile

Joe Webb shares his journey of starting a clothing brand in New Zealand and its growth.

— Starting a Clothing Brand podcast

Bottom line: YOUKNOW Clothing is a New Zealand streetwear brand built on Kiwi slang that’s grown from bedroom experiment to national presence. For readers in New Zealand: the brand offers authentic community-rooted streetwear with Y2K nostalgia appeal. For international buyers: global shipping is available but expect premium pricing reflecting NZ production costs and brand positioning.
Who owns YouKnow clothing?

Joe Webb is the founder and owner of YOUKNOW Clothing, a New Zealand–based premium streetwear brand established in 2017.

What does YOUKNOW Clothing stand for?

The brand stands for three pillars: confidence, comfort, and community. The name originated from Kiwi slang used positively among friends to show support.

When did YOUKNOW Clothing start?

YOUKNOW Clothing launched in 2017 when Joe Webb printed the phrase on a t-shirt, posted it on social media, and quickly turned the response into a business.

Where is YOUKNOW Clothing from?

YOUKNOW Clothing is based in Aotearoa, New Zealand. The brand has expanded globally with shipping available to international customers.

What style does YOUKNOW Clothing offer?

YOUKNOW offers premium streetwear with Y2K aesthetic influences. Popular items include the Cosyszn, Nothing, and Block hoodie collections.

How to shop YOUKNOW Clothing?

Customers can purchase directly through the official website at youknowclothing.com. The brand uses Instagram drops and TikTok videos for new product releases.

Is YOUKNOW Clothing related to Y2K fashion?

YES. The brand’s aesthetic draws from Y2K fashion trends, with bold graphics and nostalgic design elements that have contributed to its popularity during the current Y2K revival.

What makes YOUKNOW Clothing popular?

The combination of authentic Kiwi community roots, Y2K nostalgia, and a founder with professional sports and media backgrounds has helped YOUKNOW stand out in the New Zealand streetwear market.

Related reading


Additional sources

joseph-fashion.com, youtube.com

Like You Know Clothing’s foundation in Kiwi slang and streetwear ethos, Comme des Garçons origins revolutionized global fashion with avant-garde Tokyo flair.