Aitor Throup’s TheDSA

Former G-Star creative director Aitor Throup artfully challenges conventional streetwear branding with his gender-neutral label, TheDSA. Focused on everyday closet staples like hoodies, t-shirts, and lounge pants, the project—Throup vehemently opposes the term “brand”—is an accessible line of stripped-down sportswear that favors quality construction over hype. Developed from Throup’s Daily Sketchbook Archives, a collection of drawings shared on Instagram by the designer, each article bears the unique graphic and archive number of its conceptual origin. Sketches are permanently retired once used, imbuing each piece with covetable originality. Forgoing branding and logos in lieu of craftsmanship, artistry, and distinctiveness, Aitor Throup’s TheDSA encourages the wearer to engage mindfully with its garments, working from the inside out to create clean but compelling essentials.