Affliction at Hype The Affliction is hard and edgy – the brand beloved of extreme sports and hard rock crowds. Cage fighting, hard living, and hard rock are the trademarks of Affliction. The brand has become something of a cultural phenomenon in Europe and in the States thanks to its ability to offer a distinctive stamp of identity for action sports lovers who like to put a little rock into their roll. The Art of Affliction Affliction is more than just a hard edged choice of designs, it also incorporates a spirited artistry with graphics that owe more than a nodding tribute to graffiti art. For those looking for style, fit and quality as well as attitude, Affliction is the only choice. The brand’s motto: ‘LIVE FAST’ Affliction was the result of a California design company, Digital Ink Creative Services, which added edgy graphics and art to the burgeoning surf and skate wear labels. Digital Ink worked for big brands like Reebok and K-Swiss as well as smaller clothing brands – leading brands came to Digital Ink for ideas and inspiration, drawn to their speciality of delivering unique, hand drawn, intricate artwork. It decided to cut loose on its own and created the Affliction brand featuring edgy vivid graphics on vintage fit T-shirts and zippered hooded sweatshirts. Flexing their Tattoos Affliction first made its allegiances known when rather than opting for conventional models, its marketing featured tattoo-clad guys wearing the distinctive t-shirts. The intricate Affliction designs displayed certain gothic tendencies with dark angels flying with swords alongside their bows and arrows. It’s not surprising that Affliction Clothing teamed up with tattoo artists for its 2007 collection. Six world-renowned artists helped to created limited edition polo shirts, t-shirts and hoodies, including Paul Booth who tattooed bands such as Slipknot and Gill Montie who designed George Clooney’s tribal tattoo for the From Dusk Till Dawn vampire flick. The edge of the brand is real – several nightclubs in Canada for instance have banned clubbers wearing Affliction clothing because of the perceived association with local gang activities. But the brand insists it is simply an ‘upscale men’s boutique brand.’ The brand is also worn by stars of MMA, Ultimate fighting (UFC) and world boxing champions. Affliction at Hype If you’re looking for some classic Affliction pieces, you’re in the right place. Browse the latest Affliction collections, no fuss, no fanfare – just great clothes from our accessible online shop.