Joey Betesh Launches Double Black Ski-Inspired Streetwear Brand

Joey Betesh, the son of Elliot Betesh—co-founder of the iconic Dr. Jay's chain—introduces his latest venture: Double Black, a streetwear label inspired by skiing and infused with urban style. With a deep-rooted background in fashion, Betesh has spent his life around the industry, working in stores since youth. His father, a pioneer in streetwear and sneaker culture through Dr. Jay's, and an advisor to other brands like Akademik's, has greatly influenced his journey. After observing the rising popularity of skiing among his friends and noticing a gap in stylish, Americana-inspired ski apparel, Betesh launched Double Black three years ago. The brand combines the daring spirit of extreme sports with NYC streetwear, aiming to offer a fresh take on mountain-inspired fashion. The name 'Double Black' references challenging ski trails but symbolizes overcoming obstacles and striving for excellence. The brand's ethos encourages pushing personal limits, reflected in its tagline, 'Experts Only,' appealing to those seeking mastery in all pursuits. The collection features men's and women's apparel, including hoodies ($170–$285), T-shirts ($62–$68), tech pants ($160), and trucker hats ($40)....