Justin Tapley
Oct 15, 2025
Why Department Stores Are Betting on Independent Streetwear
Across today’s fashion landscape, department stores and multi-brand retailers are turning to independent streetwear labels for cultural currency.
LML Clothing by Halfwait, founded by musician Jonathan Barca, sits at the center of this wholesale wave, delivering minimalist, music-infused streetwear that pairs authenticity with retail-ready structure.
Origin Story & Ethos
Born in 2022 out of Barca’s pivot from touring with Halfwait, LML Clothing was designed as a wholesale-first brand with international distribution in mind.
While rooted in the philosophy “Music Saved Me, Fashion Gave Me Purpose,” the label is also committed to sustainability and ethical sourcing, ensuring its wholesale growth carries responsibility as well as style.
Thematic Core
Department stores no longer look only to global fashion giants, they are investing in independent labels that bring credibility and connection.
LML Clothing’s Live My Life capsule, released in tandem with LML Records’ first compilation album, exemplifies this model: timeless designs, clear line sheets, and reliable supply chain practices packaged for global buyers.
It proves that independents can meet the logistical demands of wholesale without losing cultural edge.
Value Proposition / Cultural Impact
LML Clothing’s strength lies in its ability to merge design with story.
Every hoodie, sweatshirt, and tee connects back to music culture, supported by sustainable textile choices and responsible packaging.
For retailers, this dual offering product plus narrative, becomes a competitive advantage on the shop floor.
Customers don’t just buy clothing, they buy into a cultural ecosystem that department stores can market and sustain.
Founder Quote
“Wholesale is about trust,” says founder Jonathan Barca.
“We’ve built LML Clothing so buyers know they’re getting more than garments.
They’re getting a narrative their customers can connect with, through music, sustainability, and authenticity.”
Community + Engagement
By aligning fashion with music releases and transparent sustainability practices, LML Clothing offers department stores layered ways to engage customers.
Fans discover the brand through LML Records’ compilations; retailers extend that excitement into their physical and digital spaces.
Wholesale partners benefit from built-in storytelling that deepens customer connection and loyalty.
Closing
This wholesale wave reflects a deeper truth: independent brands are no longer outsiders but essential retail partners. LML Clothing by Halfwait is proof that cultural authenticity, music integration, and sustainability can scale globally, providing department stores with relevance and responsibility in equal measure.
About Section
LML Clothing by Halfwait is a minimalist streetwear brand founded in 2022 by musician Jonathan Barca.
Rooted in the philosophy “Music Saved Me, Fashion Gave Me Purpose,” the label blends wholesale-ready streetwear with sustainable practices and cultural storytelling.
In 2025, the brand expanded its ecosystem with the launch of LML Records, a sister label releasing compilation albums on over 150 platforms.
Through its integration of music, sustainability, and wholesale scalability, LML Clothing is building a cultural movement that connects fashion with purpose.
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