ECKŌ UNLTD FW25 Marks 30 Years of Streetwear Legacy with Jalen Williams at the Helm

ECKŌ UNLTD reignites streetwear culture for a new generation with Jalen “J-Dub” Williams leading its FW25 campaign and redefining authenticity through legacy and modern style.

A Cultural Legend Returns with a New Face

Founded in 1993 by Marc Eckō, ECKŌ UNLTD became a cultural powerhouse in the late 1990s and early 2000s—bridging graffiti, hip-hop, and sport with fearless creativity. The brand’s oversized silhouettes, bold graphics, and the unmistakable “World Famous Rhino” logo became a global badge of individuality and self-expression.
Now, more than 30 years later, ECKŌ UNLTD introduces FW25 through the energy of a new generation, led by basketball star Jalen “J-Dub” Williams of the Oklahoma City Thunder. The campaign marks a symbolic handoff between eras: from ECKŌ’s rebellious beginnings to today’s reawakening of streetwear culture driven by authenticity and individuality.

Jalen Williams (The New Standard of Authentic Style)

A 2025 NBA All-Star and Finals standout, Jalen Williams is redefining how athletes connect with fashion and culture. Recognized for his off-court looks and creative confidence, Williams naturally embodies the ECKŌ ethos—bold, original, and unapologetically street.
Andie Lipton, SVP of Marketing at Iconix Brand Group, said:
“Jalen represents everything ECKŌ UNLTD stands for—boldness, creativity, and staying true to who you are. His impact on and off the court makes him a natural fit as we continue to reintroduce ECKŌ to a new generation.”

Marc Eckō, Founder of ECKŌ UNLTD, added:
“I deeply admire Jalen. Effortlessly authentic and genuinely enthusiastic in a way that’s refreshing—and especially rare among those who’ve achieved notoriety so young. He confidently wears his true self as armor. That’s the ultimate form of style.”

The FW25 Campaign (The Streets Didn’t Forget)

Captured in New York City—the birthplace of the brand—the FW25 campaign revisits ECKŌ’s early ad aesthetics and reimagines them for the modern era with cinematic, documentary-style visuals.
J-Dub’s bold energy anchors the campaign, channeling nostalgia from hip-hop’s golden years while celebrating a modern remix of identity, design, and empowerment. The short film spotlights Williams as both muse and collaborator, featuring archival-inspired pieces reconstructed with new materials and fits that speak to today’s hybrid of athletic performance and street luxury.

“This isn’t a comeback,” the campaign tagline declares. “It’s a continuation. The streets didn’t forget—they were waiting.” It is both a nod to the brand’s enduring spirit and a call to a generation that grew up with ECKŌ’s influence but demanded its evolution.

A New Chapter (Capsule Collaboration Coming in 2026)

The partnership deepens with a capsule collection co-designed by Jalen Williams, launching in early spring 2026. The line will blend throwback ECKŌ graphics, graffiti-inspired printwork, and elevated athletic tailoring—bridging the brand’s street heritage and Williams’ fresh, refined vision.
In a Sports Illustrated interview, Williams explained:
“ECKŌ was one of the first and biggest streetwear brands, a real pioneer. I grew up wearing it and thrifting it in high school. Now, being partnered with them feels surreal. It’s about bringing that basketball edge and individuality back to a brand that started it all.”

Redefining Legacy for the Next Generation

ECKŌ UNLTD’s rebirth under Iconix Brand Group isn’t just a nostalgic revival—it’s a reassertion of its cultural dominance. With Jalen Williams at the forefront, the Rhino stands once again as a universal symbol of creativity, perseverance, and style that refuses to conform.
Streetwear’s new era doesn’t erase its past—it reclaims it. And as ECKŌ UNLTD x J-Dub proves, authenticity never goes out of style.