Triple 5 Soul: The Legacy & Resurgence of NYC Streetwear Queen, Camella Ehlke
In the wake of its recent revival and collaboration with the LA-based streetwear brand Pleasures, an explanation of the rich history of the late '90s and early 2000s downtown New York City streetwear phenomenon – Triple 5 Soul – is extremely necessary.
In 1989, the 19-year-old visionary Camella Ehlke, driven by a profound passion for sewing, founded Triple 5 Soul in a Ludlow Street storefront apartment, standing shoulder to shoulder with contemporaries like Supreme in the mid-'90s.
Triple 5 Soul's unique tie hats and intricately crafted hoodies captured influential figures, transcending street culture. Embracing global styles while maintaining its New York essence, the brand became synonymous with the city, akin to the iconic Yankee cap. Renowned figures like Mos Def and a young Drake adorned Triple 5 Soul, attracting a global following, notably from Japan.
Breaking cultural barriers, Triple 5 Soul hosted an event at the legendary Shibuya night club, HARLEM, merging Japanese rapper Zeebra, DJ Tony Touch, and breakdancing legend Crazy Legs. The brand evolved into not just a groundbreaking streetwear label but a curator of spaces, uniting diverse subcultures in NYC and globally.
Camella Ehlke's store, with its eclectic sensibility blending skateboard and Hip Hop culture, became a '90s cultural epicenter, fostering talents that would shape the future of design. By the late '90s, Triple 5 Soul soared to become a pioneering streetwear giant with stores in the US and Japan, including locations in Harajuku and Fukuoka, where DJ Mark Ronson created exclusive mixes.
Ehlke, a true pioneer and connector in NYC, challenges the perception of Triple 5 Soul as a nostalgic brand with its relaunch. The mission is not to revive 90’s Hip-Hop aesthetics but to evolve into a modern classic space like Noah, while remaining true to its roots.
The anticipation for the relaunch and collaboration with Pleasures is highly anticipated amongst old fans of the brand, promising an exciting future for Camella Ehlke's creative resurgence after a prolonged hiatus.
Text by ABE SELASSIE
