About
The brand. Our concept. From idea to impact.
URBN CONCEPTS is the platform for street-, sports-, and lifestyle brands. With our global network, deep industry expertise, and trend-driven approach, we make brands stand out and stay relevant – from concept to consumer.
With over 10 years of experience in launching, distributing, and positioning international fashion brands, we now operate as a holistic brand platform – built on four core pillars: own brands, licensing, distribution and sales agency.
Beyond streetwear, we are strategically positioned in the lifestyle and sportswear segments – reflecting the dynamic intersections of fashion, culture, and performance.
Based in Cologne, our young and fashion-forward team works globally – deeply connected, market-aware, and always in tune with the Zeitgeist.
Aim'n
aim’n is a Scandinavian activewear and athleisure brand founded with the dream of motivating women to live a healthy lifestyle and inspiring them to follow their dreams and hearts. Combining fashion and function, the brand creates innovative and durable activewear designed for both training and everyday life.
Latest campaign
Department
WomenOffice
Getinge, SwedenFounded
2013Areas
GER / A / CHDelivery times
2x per yearWebsite
www.aimnsportswear.de
Another Cotton Lab
Another Cotton Lab stands for constant change and creative diversity. We are inspired by fashion, music, art and design and are not bound by a fixed identity. Every new challenge is an opportunity to prove our dedication to excellence and innovation. Our aim is to redefine the standards in the creative industries by making each collection unique and breaking away from traditional conventions.
Latest campaign
Department
Woman & MenOffice
Cologne, GermanyFounded
2021Areas
GER / A / CH / BE / NE / LUXDelivery times
4x per yearWebsite
anothercotton.com
Buffalo
BUFFALO is more than fashion – it’s a movement. The brand celebrates individuality, confidence, and progressive style, bringing together a global community through iconic looks and a shared spirit. Those who wear BUFFALO follow their own path - not out of rebellion, but from inner conviction. Like a code, a sign of recognition, it makes them visible and connects the community - no matter where or when.
Latest campaign
Department
Footwear: Women, MenOffice
Cologne, GermanyFounded
1979Areas
GlobalDelivery times
4x per yearWebsite
www.buffalo-boots.com
Felicious
Felicious brings you urban fashion with a touch of sass, designed for the youth who own their narrative. Embrace your strength, express your individuality, and step into the world of Felicious. This is more than clothing; it‘s a statement of confidence. Welcome to Felicious—where your style tells your story.
Latest campaign
Department
WomenOffice
DuesseldorfFounded
2021Areas
GER / A / CH / BE / NE / LUXDelivery times
4x per yearWebsite
felicious.de
Halo
HALO was born from the innovative spirit of Danish Special Forces soldier Helge Petersen, whose curiosity during parachute jumps in the 1980s inspired the creation of functional activewear decades later. Founded in Copenhagen in 2015, the brand combines military precision with urban versatility. Today, HALO designs multipurpose clothing that empowers people to adapt, perform, and face all fronts — from city life to the great outdoors.
Latest campaign
Department
Unisesx and female specific stylesOffice
Aarhus, DenmarkFounded
2015Areas
GER / A / CHDelivery times
2x per yearWebsite
www.newlinehalo.com
Havaianas
Original from Brazil since 1962, Havaianas has spread Brazilian joy worldwide with its iconic rubber soles and colorful, playful, summery designs. With over 250 million pairs sold annually in more than 100 countries, it has become synonymous with stylish flip-flops and a must-have for both beach lovers and trendsetters. Staying true to its innovative spirit, Havaianas releases new models every year and special collections featuring details like rhinestones and embroidery crafted by Brazilian artisans.
Latest campaign
Department
Footwear: Women, Men, KidsOffice
São Paulo, BrazilFounded
1962Areas
GER / ADelivery times
1x per yearWebsite
www.havaianas-store.com
Helly Hansen
Helly Hansen gear is worn and trusted by professionals on oceans, mountains and worksites. As the #1 apparel brand for ski professionals, you’ll find our gear at ski resorts and guiding operations around the world, and worn by more than 55,000 ski professionals. Our sailing gear is worn by world-class sailors across all five oceans, and we’re proud to partner with and participate in some of the sport’s most iconic regattas and sailing associations. Search and rescue teams worldwide trust our award-winning outdoor gear to keep them protected as they work to keep others safe in the mountains. And as a leading Scandinavian workwear brand, you’ll see us at work-sites where performance, protection and safety matter most.
Latest campaign
Department
Women and MenOffice
Oslo, NorwayFounded
1877Areas
GER / A / CHDelivery times
2x per yearWebsite
www.hellyhansen.com
Kappa
Kappa is an iconic Italian brand that seamlessly blends sports performance with streetwear style. Founded in 1916, Kappa initially focused on producing socks and underwear.
Today, Kappa continues to innovate, offering a range of products from technical sportswear to lifestyle apparel. Their collaborations with brands like Marcelo Burlon, Juicy Couture, and Palace highlight their commitment to creativity and individuality, celebrating the fusion of cultures and trends through original and liberating garments.
Latest campaign
Department
Apparel: Women, Men, KidsOffice
Torino, ItalyFounded
1916Areas
GER / A / CHDelivery times
4x per yearWebsite
www.kappa.com
Karl Kani
Born Carl Williams in Costa Rica and raised in Brooklyn, NYC, Karl Kani is recognized as the godfather of streetwear, pioneering the baggy jeans trend and dressing hip-hop legends like The Notorious B.I.G., Aaliyah, and Tupac. Launched in 1998 with the motto “Can I?”, the brand embodies ambition, inspiration, and self-expression. Today, Karl Kani serves a young, international, urban audience, carrying its hip-hop heritage while connecting people through streetwear culture.
Latest campaign
Department
Apparel: Women, Men, KidsOffice
Cologne, GermanyFounded
1998Areas
GlobalDelivery times
4x per yearWebsite
karlkaniclothing.com
Lykkeland
Rooted in Copenhagen, LYKKELAND Atelier represents Scandinavian design at its core. Every piece is developed and tested at the headquarters before being crafted by trusted European manufacturer. Made with premium Italian yarns, the shapewear is breathable, lightweight, and feels like a natural extension of the body — enhancing curves in the most effortless way.
Latest campaign
Department
WomenOffice
Copenhagen, DenmarkFounded
2022Areas
GER / A / CHDelivery times
4x per year / NOS CollectionWebsite
www.lykkelandatelier.es
Morrison Shoes
Morrison Shoes was founded in 2016 by three friends born in the 1990s who shared a passion for sneakers. The brand launched through a crowdfunding campaign that raised over €150,000 before the first shoes were even produced. Known for authenticity and craftsmanship, Morrison Shoes produces handmade sneakers in Spain using high-quality materials, combining style, quality, and a strong community connection.
Latest campaign
Department
Apparel and Footwear: Women, MenOffice
Madrid, SpainFounded
2016Areas
GER / A / CHDelivery times
2x per yearWebsite
morrisonshoes.com
rethinkit
Rethinkit is athleisure wear designed for women. It is made in a smart and versatile design with stretchable, breathable and moisture absorbing recycled materials, which is suitable for the gym, the yoga mat or your everyday life. Functionality is in focus and we have put emphasis on movement and comfort to make it as easy as possible for you to be active.
Latest campaign
Department
WomenOffice
Gentofte, DenmarkFounded
2021Areas
GER / A / CHDelivery times
2x per yearWebsite
rethinkit-studios.com
Sergio Tacchini
Sergio Tacchini is an Italian sportswear brand founded in 1966 by the former professional tennis player Sergio Tacchini. The brand revolutionized tennis fashion by introducing colorful designs at a time when the sport's attire was predominantly white. Tacchini's innovative approach gained popularity among tennis legends like John McEnroe and Jimmy Connors, and later became iconic in hip-hop culture during the 1980s and 1990s, worn by artists such as LL Cool J and The Notorious B.I.G.
Latest campaign
Department
Apparel: Women, MenOffice
Bellinzago Novarese, ItalyFounded
1966Areas
GER / A / CHDelivery times
2x per yearWebsite
www.sergiotacchini.com
Urban Classics
Urban Classics is a streetwear-inspired menswear brand with European roots and an Aussie home base on the Sunshine Coast, QLD. The brand makes clean, timeless gear with a focus on fit, fabric, and everyday wearability. Urban Classics offers a wide range of casual apparel, including hoodies, t-shirts, joggers, and jackets.
No hype — just quality you can count on.
Latest campaign
Department
Apparel: Women, Men, KidsFounded
2001Areas
GER / A / CHDelivery times
4x per year
Von Dutch
VON DUTCH, the iconic brand of the 2000s, is back—stronger than ever. Under WSG, it blends its legendary heritage with cutting-edge streetwear, celebrating freedom, creativity, and the courage to stand out.
Latest campaign
Office
Los Angeles, USAFounded
1999Areas
GER / A / CHDelivery times
4x per year & NOOSWebsite
vondutch.comNEWS
WHERE VISION BECOMES REALITY.
Discover how we guide brands from idea to success. Our cases highlight how creative concepts, strategic brand management, and targeted execution deliver lasting impact.
Showroom
Experience Fashion AND Bring Visions to Life
Our spacious Cologne showroom provides the perfect environment to present brands and connect them directly with our retail partners. With a curated setting and personal guidance, we ensure that each brand gets the attention it deserves.
The showroom experience allows buyers to engage with collections in a meaningful way – from product storytelling to hands-on interaction.
How we work
OWN BRAND
Building purpose-driven brands from scratch
We conceptualize, design, and build our own lifestyle and streetwear brands– driven by cultural relevance, creativity, and a clear market vision.
From idea to shelf, we control the entire brand journey with agility and precision.
Brand ideation, storytelling, and identity development
Product design and trend research
Sourcing, production, and quality control
Multi-channel distribution: B2B and DTC
Scalable growth strategies and brand positioning
LICENSING
Full-service brand building and distribution worldwide
We specialize in bringing international brands to the market through strategic licensing partnerships. As a full-service partner, we independently manage every step of the brand journey:
Licensing and brand localization
Full operational setup: production, logistics, and supply chain
Sales channels: B2B wholesale, DTC, and own retail
Integrated marketing campaigns, social media, influencer strategy
On-ground brand experiences: events, pop-ups, activations
DISTRIBUTION
Committed brand partnership with full market responsibility
As a dedicated distributor, we act as a reliable long-term partner – taking full ownership of the product lifecycle, from buy-in to sell-out. We carry the inventory risk, manage the sell-in process, and work closely with the brand on tailored marketing and activation strategies.
Product purchasing and inventory risk management
Channel development across wholesale and retail
Strategic marketing execution in close alignment with the brand
Sales forecasting, reporting and replenishment
Strong retailer network and regional market know-how
WHOLESALE
Proven sales model for established fashion labels.
Our roots lie in premium wholesale distribution. As a trusted sales agency, we connect fashion brands with leading retailers across Europe and beyond. Our services include:
Seasonal sales via dedicated showroom and digital tools
Access to a curated client network: fashion retailers, concept stores, online pure players
In-depth market knowledge and long-standing industry relationships
Proven sales experts in apparel and footwear – globally connected and market-driven.