Snow Milk
 | |
| Type | Private |
|---|---|
| Industry | Fashion |
| Founded | 2022 |
| Founder | Doobie Duke Sims |
| Products | Streetwear |
| Website | www |
Snow Milk is an American streetwear brand based in Brooklyn, New York. Founded by artist and musician Doobie Duke Sims, the company produces new and upcycled streetwear, including individually produced and limited-run clothing.
History
Snow Milk was founded in 2022 in Brooklyn, New York City. The brand developed from founder Doobie Duke Sims' work in screen printing and initially sold small collections of individually designed garments at markets and other locations in New York City.[1] Sims is also a vocalist, rapper and guitarist in the Brooklyn rock and hip hop band Shinobi Ninja.[2]
In May 2023, CNBC profiled Snow Milk in a feature examining the company's development from a T-shirt business into a six-figure streetwear operation. The report discussed the company's growth, production process and development within New York City's fashion market.[3]
A 2025 profile in UP Magazine described the development of Snow Milk from its early sales in New York into a larger streetwear business. The article also examined the company's screen-printing process and its practice of varying graphics, placement and colors between garments.[1]
Design and production
Snow Milk produces new and upcycled clothing using screen printing and other garment-finishing techniques. The brand is known for varying the combination and placement of graphics between garments rather than producing identical versions of each design.[1]
NBC New York featured Snow Milk in a television segment focusing on the company's upcycled clothing and its use by celebrity customers.[4]
Collaborations and partnerships
In 2026, actor and performer Ben Vereen became a brand ambassador for Snow Milk. Vereen has worn custom Snow Milk clothing and has discussed the brand's use of positive messages and individually designed garments.[5]
Snow Milk expanded into Japan in 2024. A Laforet Harajuku announcement from Mori Building described Snow Milk as a New York streetwear brand founded by Doobie Duke Sims and characterized its clothing as hand-printed, one-of-a-kind pieces bearing individual serial numbers.[6] Later that year, another Laforet Harajuku announcement listed Snow Milk among the brands sold through the Tokyo retailer Absolute Blue Select.[7]
Notable wearers and media appearances
Snow Milk clothing has been worn by figures in entertainment, music and sports, and the brand's celebrity customers have been the subject of a feature by NBC New York.[4]
In 2023, tennis player Novak Djokovic wore a custom Snow Milk "Mamba Forever" shirt honoring Kobe Bryant following his victory at the 2023 US Open, where he won his 24th Grand Slam singles title. Media reports identified Snow Milk as the Brooklyn brand that produced the shirt and Doobie Duke Sims as the founder and creative figure behind the brand.[8][9]
The custom Djokovic shirt was individually numbered as part of Snow Milk's numbered-garment practice.[10]
Ben Vereen has also worn Snow Milk publicly as part of his association with the brand. Coverage of Vereen's appointment as brand ambassador described Snow Milk as having been worn by a number of entertainers and public figures.[11]
References
- 1 2 3 Aylin, Liuna (18 June 2025). "Hustle, Chaos, and Art: The Story of Snow Milk's Unlikely Rise". UP Magazine. Retrieved 19 August 2026.
- ↑ "Brooklyn Band Shinobi Ninja Revolutionizes Hip-Hop and Heavy Metal with Authenticity". BK Reader. Retrieved 20 August 2026.
- ↑ Bucci, Nicola (24 May 2023). "How streetwear brand Snow Milk grew from T-shirt to six-figure revenue". CNBC. Retrieved 19 August 2026.
- 1 2 "Find out why celebs are loving this upcycled Brooklyn clothing brand". NBC New York. Retrieved 19 August 2026.
- ↑ "Snow Milk Names Entertainment Icon Ben Vereen as Brand Ambassador". Patch. Retrieved 22 August 2026.
- ↑ "愛と狂気のマーケット 6月PICK UP" (PDF). Mori Building. 23 May 2024. Retrieved 22 August 2026.
- ↑ "ラフォーレ原宿秋のPOP UP SHOP" (PDF). Mori Building. 26 September 2024. Retrieved 22 August 2026.
- ↑ Jakovljević, Andrej (11 September 2023). "FOTO Ko je Novaku napravio majicu sa Kobijevim likom: Pozadina priče je veoma emotivna". Nova.rs. Retrieved 22 August 2026.
- ↑ "Ko je napravio majicu sa Novakovim i Kobijevim likom koju je Đoković obukao nakon osvajanja US opena". Sportal. 11 September 2023. Retrieved 22 August 2026.
- ↑ Jakovljević, Andrej (11 September 2023). "FOTO Ko je Novaku napravio majicu sa Kobijevim likom: Pozadina priče je veoma emotivna". Nova.rs. Retrieved 22 August 2026.
- ↑ "Snow Milk Names Entertainment Icon Ben Vereen as Brand Ambassador". Patch. Retrieved 22 August 2026.