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

Women

Office

Getinge, Sweden

Founded

2013

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@aimnsportswear

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 & Men

Office

Cologne, Germany

Founded

2021

Areas

GER / A / CH / BE / NE / LUX

Delivery times

4x per year

Instagram

@anothercottonlab

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, Men

Office

Cologne, Germany

Founded

1979

Areas

Global

Delivery times

4x per year

Instagram

@buffaloshoes

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

Women

Office

Duesseldorf

Founded

2021

Areas

GER / A / CH / BE / NE / LUX

Delivery times

4x per year

Website

felicious.de

Instagram

@befelicious

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 styles

Office

Aarhus, Denmark

Founded

2015

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@newline.halo

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, Kids

Office

São Paulo, Brazil

Founded

1962

Areas

GER / A

Delivery times

1x per year

Instagram

@havaianas

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 Men

Office

Oslo, Norway

Founded

1877

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@hellyhansen

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, Kids

Office

Torino, Italy

Founded

1916

Areas

GER / A / CH

Delivery times

4x per year

Website

www.kappa.com

Instagram

@kappa

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, Kids

Office

Cologne, Germany

Founded

1998

Areas

Global

Delivery times

4x per year

Instagram

@karlkani_europe

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

Women

Office

Copenhagen, Denmark

Founded

2022

Areas

GER / A / CH

Delivery times

4x per year / NOS Collection

Instagram

@lykkelandatelier

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, Men

Office

Madrid, Spain

Founded

2016

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@morrisonshoes

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

Women

Office

Gentofte, Denmark

Founded

2021

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@rethinkit_studios

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, Men

Office

Bellinzago Novarese, Italy

Founded

1966

Areas

GER / A / CH

Delivery times

2x per year

Instagram

@sergiotacchini

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, Kids

Founded

2001

Areas

GER / A / CH

Delivery times

4x per year

Instagram

@urbanclassics

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, USA

Founded

1999

Areas

GER / A / CH

Delivery times

4x per year & NOOS

Website

vondutch.com

Instagram

@vondutch

NEWS

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.

  • Events

    KARL KANI FASHION WEEK PARTY

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    Fashion Week, good vibes, a packed club, and a legendary performance by Pusha T – that’s exactly what went down at this year’s Karl Kani party in Paris. Brands need to be experienced – events like this allow us to connect with our audience in an authentic and memorable way.

  • Collaborations

    ANOTHER COTTON LAB X AIM’N X ÉGOISTE

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    As part of a special brand activation, we brought together two of our labels and teamed up with Égoïste to host an exclusive rooftop yoga session above the city. Another Cotton Lab and Aim’n combined their shared values of self-care, mindfulness, and contemporary aesthetics – connecting with a community that truly resonates with those ideals.

    To mark the occasion, we also released limited-edition event shirts – a wearable reminder of the energy and spirit shared that day.

  • Collaborations

    BUFFALO X 032C

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    Progressive design, Berlin attitude, and a bold statement on the streets – that’s what the Buffalo x 032c collaboration is all about. More than just a product drop, this capsule was a cultural statement.

    Collabs like this show how strong brand identities can merge to create new momentum and connect with audiences on an emotional level.

  • Events

    AIM’N X SKILL

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    Sports and a healthy lifestyle have never been more important to our community. Together with our brand Ami’n, we partnered with local platform Skill to bring the brand to life in an authentic and relatable way. These types of activations go beyond classic marketing – they build real connections, create shared experiences, and anchor the brand in everyday culture.

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.