Hoax

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Hoax is a British brand deeply rooted in the vibrant 1990s UK skate and surf scene, founded by Peter Black, Matt King, and Mark Ritson. Originally known for its iconic 'Hoax '94' video that captured the essence of British board sports culture, the brand established itself through authenticity and a connection to its community. After a hiatus, it was resurrected by its original founders, driven by a desire to bring back the quality and spirit of the original brand. Their design philosophy centers...
on creating durable, comfortable, and functional streetwear that pays homage to its rich heritage while remaining relevant to contemporary trends. Hoax focuses on well-crafted staples like graphic t-shirts, hoodies, and outerwear, often incorporating classic branding and an outdoor aesthetic. The b
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