Youth streetwear brand NICCE connects and shapes culture through the lens of music, streaming and street. It fosters and amplifies emerging talent, communities and neighbourhoods.

With over a decade on the scene, NICCE drops the latest streetwear-inspired apparel, must-have trends, and graphics each season.

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NICCE was founded in 2013 by Mitchel Galvin-Farnol. The brand was heavily influenced by the electronic music scene and the vibrant clubbing culture of Ibiza. Mitch and friends spent summers working in Ibiza and the brand gained traction withDJs wearing NICCE branded t-shirts.  

Mitch believed in the opportunity of bridging fashion and music. On his return to London, Mitch identified a gap in the market for no-fuss streetwear. Initially operating out of his bedroom in Hackney, the brand’s names derived from the expression "Niiiice", a signifier of joy and support for others.

With popularity amongst youth audiences, NICCE exploded onto the scene with its neighbourhood appeal. Music and community remained at the core of the brand, supporting grassroots talent & artists and opening a music studio & recording space for their network. Hosting events and partnering with the likes of DJ Skream, Novelist, Yung Fume and Billy the Goat, and publications VIPER and TMRW Mag.

Over the last 10 years, NICCE has landed events & pop-ups and partnered with rising music artists, publications and festivals. As youth culture swells, the brand diversifies and it’s community expands across street, gaming and streaming.

Responding to consumer demand forLondon-inspired streetwear, NICCE grows through DTC and partners, both online & in-store. NICCE has established itself as a staple in the streetwear scene and is available in JD Sports, Foot Locker, Footasylum, and ASOS.

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NICCE joined the Apparel Brands family in 2023.