Lewi Brown‘s journey from professional athlete to streetwear designer has been anything but conventional. As the founder of Earls Collection, Brown has built a brand that merges his personal narrative with a distinct design language rooted in authenticity. His latest collection, titled “For Earl,” continues this tradition with pieces that reflect his connection to family, heritage and identity. The collection’s name pays homage to his middle name, which he shares with his late father, grandfather and great-grandfather. What once wasn’t fully embraced, Brown has since reclaimed as a badge of pride by turning his family name into a symbol of resilience that defines his creative path.
For this upcoming drop, Brown draws inspiration from his favourite classic workwear brands like Carhartt and Dickies, blending utilitarian influences with softer textures like mohair knitwear. While Earls has previously steered clear of overt references to Brown’s professional sports career, this collection sees him revisit those roots, weaving in archival elements for a full-circle moment.
In this exclusive interview with HYPEBEAST, Brown reflects on the personal significance behind “For Earl,” the inspirations driving his latest designs and how his creative journey has evolved since stepping away from professional sport. “For Earl” Autumn Drop One will be available on Thursday, April 3 at 10am AEDT/Wednesday, April 2 at 7pm EST.
What can you tell us about the new “For Earl” collection launching next week?
The “For Earl” collection is really special to me. It’s a project that encapsulates everything I’ve been working toward in terms of my vision for the brand. It’s more than just clothing; it’s a personal narrative. There’s a lot of heart in this one. When I was coming up with the ideas for the collection, I was thinking about how important it is to me to create something that feels like an extension of who I am. There’s a lot of experimentation with textures, shapes, and materials this time, so it’s a bit of a departure from our previous collections, but it still feels like Earls.
How does “For Earl” differ from your previous collections?
“For Earl” is a bit of a leap for us in terms of design. I think with this collection, I really pushed myself to do something that felt like a natural evolution, but still fresh. If you’ve followed Earls from the beginning, you’ll see some continuity in the design language—those iconic Earls details—but the overall feel of this collection is much more refined. It’s about paying homage to where we started but showing how much we’ve grown as a brand.
When it comes to workwear, it was always Carhartt and Dickies for me when I grew up. They’ve really got that Americana about it. There are so many brands doing it well right now, but you can’t go past those staples.
I recently came off the back of a trip to Japan—walking the streets of Shibuya and Harajuku, going into old thrift shops and vintage stores—and you see the depth and character in those workwear pieces. I’ve seen people on Instagram buying actual workwear that’s been worn for years by employees at stations sponsored by Carhartt, for example. That authenticity is so cool to me, and I think it’s about tapping into that at the right time.
For the knitwear, we’re really proud of the quality. We’ve taken strides over the last few years, and it’s a representation of the cardigans we used to wear a lot. Mohair is so nice as you wear it over time, it grows its own character. It’s kind of like life; as we grow, we build our own character. I like those softer textures paired with that sporting element.
Now, I’ve been able to tap back into my own references. When I first started, I wanted to put my runs on the board without diving back into my own sports background. But now, five or six years in, I feel like we’ve earned the right to revisit that. I’ve got pieces from the 2000s and some upcoming projects with big brands that are full-circle moments, which is really cool.
What’s the significance behind the name “For Earl”?
“Earl” is a name that runs in the family. Unfortunately, my dad took his life and when I went to the funeral, I found out my dad, my granddad, and great-grandfather had all taken their own life. The only thing that we share in common is the same middle name — Earl. And I think for a long, long time, I used to run away from the name.
It was a name I associated with my dad and growing up with a single mom, you kind of learn to defend yourself against that person. For a long time, I thought I was going to have an adult conversation with him one day, but unfortunately, that never happened. For me, “For Earl” is my way of taking them with me. It’s a name I ran from my whole life. So now, to be able to wear it on my chest every day or represent it through shoes, clothing, hats, or even speaking about the brand — I think that’s a pretty cool thing to be able to do.
How did you tap into the streetwear scene from being a footy player?
That’s a really great question. I don’t come from a design background, and I’d like to reiterate that. I have so much respect for designers — people who have applied their whole life to the clothing industry, whether in branding or some other creative form. I take my hat off to those people because it’s a tough, tough industry.
For me, I guess coming from football and then starting what I don’t even like to call a “fashion brand” because I have so much respect for fashion designers — I like to just call it my hobby, my livelihood, and my lifestyle.”
There’s also been talk about a collaboration with the New Zealand Warriors. Can you tell us more about that?
I’ve always wanted to bridge the gap between streetwear and sports, and the Warriors were open to collaborating in a way that feels both authentic and bold. It’s an exciting step in the right direction. The Warriors have the guts to do something fresh in rugby league, which I really respect. We’re talking about creating something that hasn’t really been seen before—a rugby jersey that could easily make its way into street fashion. That’s a huge opportunity and it feels amazing to be able to work with a club that’s open to evolving the game’s image, especially in a way that speaks to a younger audience.
You’ve mentioned that you’re still learning to balance all aspects of running the brand. What’s been the most challenging part of that?
The biggest challenge has definitely been learning how to juggle everything. Running a brand is one thing but running it in a way that stays true to your values, while also scaling it and making the business side work is a whole other ballgame. I’m still figuring out the balance between creating, managing a team and making sure we keep growing. You have to surround yourself with the right people and create a space where everyone can thrive. But even as I’ve gotten better at it, there are days when it feels like you’re constantly playing catch-up. The trick is finding the balance, so you don’t burn out, while also keeping the creativity flowing.
Looking back on your journey so far, what would you say has been the most rewarding part of building Earls?
Honestly, it’s the people. Being able to connect with people who understand what Earls is about has been the most rewarding thing. When I see someone wearing something we’ve made, and they get it, that’s validation in its purest form. It’s not about the likes or the attention; it’s about creating something that speaks to people. Seeing Earls evolve and become part of people’s lives is what drives me to keep going.
What’s next for Earls after this collection and the Warriors collaboration?
We’re looking ahead at some big projects. We’re working on expanding our retail presence and possibly even opening up a physical store in Sydney, which is something I’ve always wanted to do. But more than that, I want to keep evolving the brand and pushing the boundaries of what Earls can be. There’s still so much room for growth, and I’m excited to keep exploring new directions with the team.
The post Lewi Brown on “For Earl” and Upcoming NZ Warriors Collab appeared first on Hypebeast.
