A classic design from the early 2010s street goth era is making its return. The Comme des Fuckdown snapback, made famous by A$AP Rocky and the rest of the A$AP crew, is being reissued as part of an upcoming collaboration between SSUR and Alice Hollywood.
SSUR founder and Ukrainian-born designer Russ Karablin first conceived the Comme des Fuckdown hat in the early 2000s for his brand The Cut, which he founded with fellow NYC-based designer Jamie Story. A parody of high-fashion brand Comme des Garçons, the hats were well-received by streetwear enthusiasts in their initial run, then put on ice for almost a decade before being brought back during the early 2010s streetwear boom.
Shortly after its return, Comme des Fuckdown caught the attention of A$AP Rocky and other members of the A$AP Mob. They would be frequently seen rocking the brand’s hats and beanies in photoshoots, interviews, and music videos for songs like “Wassup” and “Goldie.” This exposure turned Comme des Fuckdown into a globally recognized streetwear brand that had a cultural chokehold on the Tumblr generation.
Comme des Fuckdown is now being revived once again by Alice Hollywood founder Shane Gonzalez, who got his start in streetwear as an intern at SSUR’s warehouse as a teenager. The Alice Hollywood x SSUR capsule includes hats, beanies, and tees, all adorned with “COMME des FUCKDOWN” branding reimagined with the Alice Hollywood cross logo. The collection is presented in a lookbook starring skater and fashion icon Burberry Erry.
“Insanely proud to present to you Alice Hollywood x SSUR. This one’s for the 17-year-old me,” says Shane Gonzalez. “In 2012, fresh out of high school, I was offered an internship at SSUR and my first role was shipping Comme des Fuckdown hats all day everyday—and I couldn’t have been happier. Moments I’ll never forget. That job changed my life forever and without that opportunity I probably wouldn’t be here right now.”
The Alice Hollywood x SSUR “Comme des Fuckdown” capsule drops Friday, June 13th at noon PT on the Alice Hollywood website. Check out the lookbook shots below.
Alice Hollywood x SSUR “Comme des Fuckdown” Collection
Release Date: June 13, 2025
