WATB®

Built From Nothing. Designed With Purpose.

WATB® (We Are The Brand) was founded by lifelong friends Eric Allen and Russell Williams, two creatives from Harlem, New York, who believed that culture, ambition, and self-belief could be worn as proudly as any designer label.

What started as a vision between friends evolved into a luxury streetwear brand rooted in perseverance, creativity, and ownership. WATB was built on the idea that every person has the power to become the face of their own success story. The name itself is a reminder that greatness isn’t reserved for celebrities, athletes, or influencers.

You are the brand.

From handcrafted footwear and premium accessories to statement outerwear and elevated streetwear, every WATB piece is designed to reflect confidence, resilience, and individuality. The brand blends luxury craftsmanship with the energy of Harlem, creating products that feel both timeless and unapologetically bold.

Today, Eric and Russ continue to push the brand forward with a commitment to quality, creativity, and community. Their mission remains the same as it was on day one:

To inspire people to bet on themselves, build something meaningful, and leave their mark on the world.