WHO WE ARE

Founded in 2018, TUG OF LOOKS began as a small idea with a big vision: to curate standout pieces that reflect street-luxury style—without the gatekeeping. What started as an underground experiment has grown into a global marketplace, serving customers across borders while staying rooted in culture.

The name itself—TUG OF LOOKS—captures the constant push and pull between styles. Street and luxury. Underground and mainstream. Past and future. It is in this tension that new culture is born, and it’s here that we find our voice.

We handpick from over 100 vetted vendors and independent boutiques, building a catalog that mirrors designer aesthetics while championing individuality. Products may be inspired by high-end fashion, but they are not affiliated with or endorsed by any brands unless explicitly stated.

At our core, we stand for accessibility without compromise, storytelling through style, and world-building beyond clothing.  TUG OF LOOKS is a network, a community of people who see fashion as a form of self-definition. To belong here is to be intentional, to try, to refine, to evolve. 

It is an invitation to step into your most considered self.

EST 2018. OVER 100 VETTED VENDORS. 100+ CURATED STYLES. 1 CHECKOUT.