ABOUT US

Rare isn’t just a brand—it’s a movement, a family, and a way of life. Founded in 2020 by Jay Lee while he was still in high school, Rare was born out of a vision that blended music, fashion, and culture into one. Back then, Jay was sketching designs and making music with dreams of one day building his own label—Rare Records. What started as a teenage hustle quickly became the foundation of something much bigger. Rare is designed for the streets, inspired by the music industry, and built for the rare breed—the ones who stand out, who don’t follow trends, who create their own lane. Every piece we drop represents more than just clothing; it’s about community, connection, and staying true to yourself. At Rare, we’re more than a brand—we’re a family. From day one, it’s been about building a culture where individuality thrives and creativity runs deep. Whether through our streetwear, our music, or our vision for the future, Rare is for the people who live different, think different, and are different. Welcome to Rare. Welcome to the family.