About Us

Upside Brand — Our Story

We turned the city upside down so you can put your city on.

 

Upside was born from a simple idea: take something familiar and flip it on its head. By turning city names upside down, we created more than a logo — we created a symbol of perspective. A reminder that the way you see things can change everything.

What started as a local statement on a cap has grown into a movement. Every piece we release is rooted in its city — the streets, the culture, the energy — but it’s built for anyone, anywhere, who wants to rep where they’re from and carry a different outlook.

Upside is not fast fashion. Each drop is limited, stitched with intention, and designed to last. We believe in creating pieces that mean something: wearable culture that represents confidence, resilience, and pride.

When you put on an Upside cap, you’re not just wearing a name. You’re wearing the idea that even when the world feels flipped, there’s always another angle — there’s always UPSIDE.