New York Fashion Week, Paris Fashion Week, a concept store in Shanghai, and even a virtual collection inside the world of Grand Theft Auto. For many designers, this would remain a distant fantasy. For Natalia Maczek and Tomasz Wirski, it is simply the reality they have built over years of consistent vision, cultural intuition, and creative persistence. Together, they created MISBHV, a Polish brand that has quietly—and confidently—reshaped global streetwear, proving that fashion influence no longer belongs exclusively to the US or Western Europe, but can emerge from anywhere with enough conviction.
Written by Maciej Tyburski
Today, MISBHV is worn by some of the most recognisable names in contemporary pop culture, including Rihanna, The Weeknd, and Kylie Jenner. Yet its success is not defined solely by celebrity endorsement. Within the industry, the brand is often cited as one of the most important examples of how Central European fashion has entered global conversation on its own terms. Natalia Maczek, the founder, has been included several times in Hypebeast’s Top 100 ranking, a prestigious list highlighting the most influential figures shaping streetwear culture worldwide.
Born Among Friends
MISBHV began in Kraków in 2007 as a modest T-shirt project created for friends. At the time, today’s streetwear was still defining itself as a genre, and few could have predicted where this grassroots initiative would lead. The brand grew organically, fueled by community rather than commercial ambition, slowly gaining attention for its raw aesthetic, emotional honesty, and refusal to follow established fashion rules or seasonal expectations.
Observers often point out that MISBHV’s early strength lay in its authenticity. Rather than copying American streetwear trends, the brand drew from its immediate surroundings – post-communist aesthetics, youth subcultures, music scenes, and a distinctly Central and Eastern European sensibility. This local grounding would later become one of its greatest global assets.
The turning point came in 2013 with the now-iconic Team Paris collection. The release quickly went viral in Poland and marked a clear shift in the brand’s trajectory. MISBHV moved from an underground favourite to a name discussed well beyond national borders. Soon, the label expanded across Europe, followed by entry into the US and Asian markets, positioning itself as a fresh voice in global fashion conversations.
From Cult Favourite to Cultural Statement
An instinctive understanding of culture and timing fueled MISBHV’s rise. Long before influencer marketing became an industry standard, the brand placed its designs in the hands of artists and celebrities, who genuinely connected with its aesthetic and message. One defining moment came when Rihanna wore a MISBHV jacket during her concert in London – an organic endorsement that firmly placed the label on the global pop-culture map and introduced it to a much wider audience.
More than clothing, MISBHV is a mindset. Its manifesto speaks of fearless self-expression, freedom, and community – values that resonate particularly strongly with younger audiences. The collections are defined by oversized silhouettes, vintage references, and a raw emotional tension, often anchored by the unmistakable “M” monogram, now one of its most recognisable visual signatures.
Alongside this, sports-inspired compression pieces and second-skin bodysuits – drawing from performance wear and underground club culture – have become cult favourites.
Despite its growing international reach, MISBHV remains deeply rooted in Poland. All collections are produced locally in Polish sewing factories, a conscious decision that reflects the brand’s long-term vision, ethical stance, and resistance to fast-fashion shortcuts that dominate much of the industry. For many observers, this commitment adds credibility at a time when transparency and local production are increasingly valued.
Style with Substance and Accessibility
While MISBHV regularly appears on international runways, it continues to invest in its home audience. One standout moment was the 2018 Polish Jazz show, where fashion and live jazz music came together in a celebration of Polish culture and creative heritage. The event was widely praised for its atmosphere and sincerity, reinforcing the idea that MISBHV is as much about storytelling as it is about product.
The brand’s appeal also lies in its balance between exclusivity and accessibility. T-shirts’ prices start from under €100, hoodies from under €200. This pricing strategy is often cited as one of the reasons MISBHV has maintained a loyal customer base even as it has grown internationally.
Looking at the current range, MISBHV offers a complete lifestyle wardrobe – from coats to accessories and jewellery, allowing customers to dress head-to-toe in the brand. The latest Fall/Winter 2025 collection reinforces this vision with a strong focus on denim and leather. Industry reviews have highlighted the collection’s confidence and maturity, noting that MISBHV continues to evolve without chasing trends.
On the World Stage – Without Losing Its Soul
MISBHV made its New York Fashion Week debut in 2016-2017 with Object of Desire, inspired by the aesthetics of 1990s Central and Eastern Europe. In 2019, the brand reached another milestone by presenting at Paris Fashion Week, showcasing a collection that fused cowboy influences with rave culture, unified by its iconic “M” motif and strong visual storytelling. For many commentators, this moment confirmed MISBHV’s place among globally relevant fashion labels.
That same year marked MISBHV’s expansion into Asia with the opening of its first concept store in Shanghai. In 2023, the brand further strengthened its presence in the region by opening a store in Chengdu, China, confirming Asia as one of its key growth markets and an essential part of its global strategy.
Collaboration has become increasingly crucial to MISBHV’s creative language. Beyond its well-known partnership with Reebok, which translated the brand’s aesthetic into a women's fitness collection, MISBHV has used collaborations to experiment with form, function, and audience. In 2023, the brand released a Spring/Summer collection created with supermodel Jordan Barrett, blending its signature streetwear codes with a refined, fashion-forward sensibility and expanding its reach beyond traditional streetwear circles.
MISBHV’s cultural relevance also extends beyond fashion itself. Thanks to its close ties to underground dance music, the brand was introduced into Grand Theft Auto Online. As noted on the Rockstar Games website, MISBHV’s acid-bright tie-dye tops and skin-tight bodysuits – designed for all-night raves – made a natural fit for the game’s rebellious universe and are now available in in-game clothing stores.
Nearly two decades in, MISBHV continues to grow without compromising its identity. For many in the industry, the brand stands as proof that staying true to one’s roots can be a strength rather than a limitation. MISBHV is a label that moves effortlessly between runways, music scenes, collaborations, and digital worlds, while still thinking, designing, and producing from home.
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