3AM is a brand created by and for the youth. Didi Monsta, the self-proclaimed “King of the Kids,” draws on his life experiences to produce curiously alluring capsule collections that sell out in a matter of days. Furthermore, he doesn’t even have a website; instead, he sells his products directly on Instagram.
3AM frequently combines unusual textiles and principles, resulting in a line of apparel with a distinct identity. To create a sense of uncertainty, the brand used bright pink camo on a collared shirt—one with a Velcro strip instead of buttons, no less—as well as camo and 3M reflector strips. The game-changer for 3AM is apparent contradictions, and it works.