By  on January 29, 2019

When Joseph Janus joined WeSC seven years ago as chief executive officer of the American business, the Swedish streetwear brand, which is named We Are Superlative Conspiracy, was being produced and distributed by its U.S. licensee Oved Apparel Group. Like most streetwear and skate lines at the time, the brand was focused on mass distribution in retailers such as Tillys, Zumiez and PacSun.

But Janus, who has previously worked for brands including Calvin Klein, Guess and JNCO, sensed a shift coming in the market and knew he would have to slowly make WeSC more premium.

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