ROUGH.
Based in Unna, Germany
ROUGH. is a fashion label born in Dràma, Greece, where memory meets modernity. Founded by Stelios Theodoridis, the brand channels ancestral heritage and urban youth culture into bold, emotionally charged collections. Each piece tells a story—crafted with precision from premium materials like leather, cotton, and silk, and produced sustainably in Turkey, Italy, and Asia.
Driven by values of commitment, kinship, persistence, and artistry, ROUGH. merges timeless design with a raw, street-rooted spirit. From its SS25 collection Homegrown to the nostalgic FW25 Black Sea, ROUGH. offers garments that carry meaning, not just style. Worn by artists like Lewis Hamilton, Tyga, and Chance the Rapper, and stocked worldwide, the brand continues to grow—without forgetting where it comes from.
ROUGH. — anchored in Memory, rooted in the Street.
