The brand bringing TECHNOIR to life
What is SATOSHI NAKAMOTO?
A new brand thought to originate in LA, California is named after the father of crypto currency bitcoin. The anonymous individual who is credited with creating Bitcoin (BTC), the world’s first cryptocurrency.
In February 2009, the person known as “Nakamoto” created the first ever online message board post dedicated to cryptocurrency, on the P2P Foundation forum. He stated, “I’ve developed a new open source P2P e-cash system called Bitcoin. It’s completely decentralised, with no central server or trusted parties, because everything is based on crypto proof instead of trust. Give it a try, or take a look at the screenshots and design paper.”
Fast forward more than 10 years on and what has emerged is the brainchild of LA creative George Robertson. Already heavily involved with tech and George Orwell’s ‘1984’ inspired brand ‘thinking different’ @thinkingdifferent._ on IG, Robertson began promoting SATOSHI NAKAMOTO in early 2022.
Worn by musicians and fashion heads, the brand’s aesthetic is a combination of athleisure and motorsportwear, inspired by tech, crypto and the internet. Longstanding streetwear brands, Japanese brand Cav Empt and English label Daniel Poole have decades worth of cyber, futuristic and tech inspired apparel between the two, but Robertson’s California background enables SATOSHI NAKAMOTO to translate its designs into more artistic/high fashion products. A task that is difficult to achieve for such a new brand.
Some of the brands standout products include their Enduro shorts, tech giant hoodie, skeleton vest and the SATOSHI NAKAMOTO baseball cap as seen on Kanye West. Other celebrities pictured in SATOSHI NAKAMOTO include Charlotte Hornet guard Terry Rozier, Dallas Maverick Tim Hardaway Jr, Westside Gunn of Griselda and vice president of sneakers and men’s footwear at Versace, Salehe Bembury.
George Robertson is a music agent and fashion entrepreneur and has been a partner in Rhuigi Villaseñor’s hit LA-based luxury streetwear brand Rhude since 2016, investing $50,000 in the business for a 20% stake. He was brought on as a partner to help the brand grow and over the next few years Robertson leveraged his personal connections to help propel the brand and contributed creatively.
Collaborations
Since it’s inception SATOSHI NAKAMOTO has released a few collaborations, including Ian Connor’s Sicko, NFT start-up, Azuki and upcoming collab with Mike Amiri’s brand Amiri.
Azuki is a collection of non-fungible tokens (NFTs) designed by Chiru Labs, a start-up launched by artists and technologists in LA. On October 31st, as an homage to 15 years since Bitcoin whitepaper, Azuki announced a collaboration with SATOSHI NAKAMOTO to release a special edition Enduro Hoodie only available to Azuki Spirit collectors.
