There’s a new streetwear player on the scene — and he’s got quite the pedigree.
Joey Betesh is the son of one of the category’s pioneers, Elliot Betesh, who cofounded Dr. Jay’s, the New York City-based chain of stores that defined the urban fashion craze in the Eighties and Nineties.
And now, the younger Betesh is launching his own brand, Double Black, a ski-inspired collection infused with streetwear elements.
“I’ve been around fashion my whole life,” said Betesh. “Whenever I wasn’t in school, I was working in the stores.”
Dr. Jay’s was founded in 1975 and at its height, had 16 locations around New York selling the trendiest streetwear and sneakers. The business wound down in 2021 but Betesh said his father, who was also instrumental in the creation of the Akademik’s streetwear brand founded by Donwan and Emmett Harrell, continues to work with other brands as an advisor.
With that upbringing, it’s no surprise Betesh would seek to chart his own course in the fashion industry.
He started working on Double Black three years ago after seeing how many of his friends had embraced skiing. In exploring the market, he found the apparel targeted to this enthusiast was either uninspired mountain-wear or high-end European brands.
“There didn’t seem to be anything with an Americana essence and fashion flair,” he said. So he set out to change that, creating a collection of men’s and women’s apparel that “merges the edge of NYC streetwear with the thrill of extreme sport.”
He named the brand after the difficult double black trails on most ski mountains. But to Betesh, the name is not literal and refers instead to reaching goals and overcoming challenges. As the brand’s website says: “What started as a nod to the fearless skiers who conquer the double black diamond trails, has evolved into a lifestyle that encourages pushing limits on the mountain and life.”
Its tag line is Experts Only, which Betesh said speaks to anyone seeking to become an expert in any walk of life.
Key pieces include hoodies for $170 to $285; T-shirts for $62 or $68, a tech pant for $160 and trucker hats for $40.
There’s also a collection called Apres ’83 that Betesh said was inspired less by mountains and more by tennis. “It’s what you’d wear if there were a tennis club on a mountain,” he said with a laugh. The line features piping on collars, cuffs and pants and retails for $78 for a ribbed T-shirt, $275 for a striped track jacket and $185 for a pant; a retro short for $105, and a waffle knit polo for $165.
Double Black has pieces for men and women.
Courtesy of Double Black
Every piece has a double black logo, either subtle or blown out.
Betesh said the collection is not performance-based, but some pieces do have technical elements such as the pant made from nylon and spandex.
“It’s more the essence of the culture,” he said. “You can wear it to do something athletic but also go to dinner.”
Although small batches of Double Black have been offered for three years, this marks its official debut. The brand is exclusively direct-to-consumer and a new, more sophisticated website has been created.
Eventually, Betesh hopes to explore some limited wholesale with the right partners. But first, he’s looking to expand the brand’s reach by getting the word out on social media and beyond. “Consumers find you when you do something well, and buzz develops organically,” he said.
