Behind The Brand

selcouth | sel•couth | [\'sel•küth\] | Sel•Küth

definition: rare, unfamiliar, marvelous, unusual

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We've always had a passion for many different things. When it came down to it, it was always about the things that made us feel like "home"

- or reminded us of "home" and the nostalgia of our childhood.

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Years of trying to create a brand that felt authentic enough to ourselves, but also was apparent to everyone else, finally led up to Sel•Küth. From creating the first tumblr sneaker blog in 2009 turned small sneaker clothing brand, then creating "sneaker stickers" for my fellow collectors in online sneaker groups, and eventually rebranded to a curated collection in 2018.

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Sel•Küth, is a tribute to "NoNo", my (K - Founder) late father. He had a vast list of passions including: cars, skateboards, bikes, sports, music, and enjoying life with the people around him. This brand is dedicated to the things he loved and his positive impact that left an imprint on everyone he met and brought together.

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With growth comes great changes. Merging separate vintage businesses with my partner in early 2025, Sel•Küth now is a time capsule for the nostalgic fashion we grew up on. Operated by passionate individuals who have immersed themselves in the community for decades, we just get it.

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Derived around the things that kept us nostalgic, reminiscent, and cheerful. From vintage streetwear and skate brands, classic cars, to vintage sportswear and retro sneakers. All things nitty gritty nostalgia.

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Sel•Küth has a little bit of everything - for everyone.​

Specially curated to bring back the past.

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​From the Bay Area to The World. Thanks for being here.

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K + C