WHO ARE WE

I’ll be honest with you guys, I never planned on starting a fashion label.

I started Picco out of pure frustration. I kept looking around and seeing fast fashion taking over everything. It was all cheap materials, zero effort, and clothes meant to be worn twice before they fall apart. I couldn't find anything I actually wanted to wear. Nothing felt like it had any real weight or meaning to it. So I decided to just make it myself.

My name is Richmond, and I grew up working class right here in Sydney. When you come from where I come from, you learn the value of a dollar real quick. When you work hard for your money, you shouldn't have to spend it on garbage. I wanted to build something real to provide for my people and actually give you your money's worth.

That is exactly what Picco is. It is premium streetwear but with actual substance. Every piece we make is heavyweight and built to survive the daily grind. I am obsessed with the details because to me, quality is just a sign of respect. The gear is clean, classy and tough.

This is bigger than just making a heavy hoodie though. It is about putting Australian streetwear on the map. I want to show the rest of the world that Aussie fashion is something to take seriously. We have our own grit and our own culture and we don't need to follow the paths people expect of us.

Picco is for the people who are tired of being told to stay in line or settle for less. When you put on our gear, I want you to carry that same strength and confidence into whatever you do.

We are not just selling clothes. We are building a community that values hard work and stepping out into your own lane.

Welcome to the Picco family.

Richmond - Founder