Irie Daily

Berlin streetwear with soul

Iriedaily is more than a streetwear brand: it is a unique story born from the DIY (Do It Yourself) ethic, grown in the creative heart of Berlin-Kreuzberg and characterized by inclusivity, social responsibility and an authentic “Stay Different” spirit.

Authentic origins

It all began in 1990, when Walter Molt, Achim Probst, Roland Wagner and Daniel Luger founded Ward Productions, a screen printing workshop engaged in producing merchandise for emerging Berlin bands. But it was in 1994 that the brand took shape: Iriedaily was born from the desire to create its own line of urban clothing, with the artistic contribution of street artist Jaybo Monk, the true visual godfather of the brand 

DNA and visual identity

The motto “The word is mightier than the sword” is embodied in Iriedaily’s logo-flag: a feather placed on a sword, symbolizing the importance of creative dialogue over force. The logo reinforces the “ID Est. 1994” identity and stood out from the beginning thanks to its unmistakable character

Urban designs and authentic collaborations

Today Iriedaily offers men’s and women’s collections, as well as accessories that combine streetwear, sportswear and urban fashion, made to be authentic, recognizable and durable, without following fluff or fleeting trends 

Production ethics and sustainability

Iriedaily’s philosophy is based on sustainable growth. A member since 2016 of the Fair Wear Foundation, the brand promotes transparency and ethical working conditions in its factories in Portugal, China, India and to a small extent Germany, with long-lasting partnerships and regular visits 

In 2022, 86% of garments were made with sustainable raw materials: organic cotton, recycled polyester, viscose and other certified eco-friendly materials GOTS, while accessories include vegan alternatives to leather COSH!. Furthermore, Iriedaily is certified PETA-Approved Vegan and in 2025 received a “Good Overall” rating from Good On You, with the highest score in the “Animals” category thanks to its entirely cruelty-free production 

Urban culture and Berlin agility

Rooted in street culture, Iriedaily feeds on music, art and Berlin attitude. Remaining faithful to an owner-managed model, its lean structure allows it to react quickly to market novelties, maintaining its independent spirit and the promise to stay different 

In 2024 it celebrated its 30 years with a solid fanbase, collaboration as event partner at the Berlin CSD and a growing presence in European markets, from Italy to Belgium, Portugal and Austria