It was founded in 2017 in New York and is a spin-off from Utility Pro, a label for work wear. Unlike other brands, where work wear became a part of street wear, UPWW takes the direct approach. The brand thinks ahead of function-oriented clothing and puts it in a new context. Utility Pro's familiar safety apparel is reinterpreted with contemporary cuts, prints and details. The long-lasting quality and high durability of Utility Pro's clothing merges with current fashion trends. The reflective elements and bright colors are a welcome change in the world of streetwear. One of the main designers responsible is Italian Alessandro Simonetti, whose background is actually photography. When he moved to New York, his unconventional way of designing and reinterpreting things also unfolded. U.P.W.W.'s bold and loud look quickly made the label a name in the international fashion world. The reflective stripes have become U.P.W.W.'s trademark and can be found in every collection. The range of the brand extends from T-shirts, longsleeves, to coats and jackets. The high workmanship, as well as the durability of the clothing, justify the slightly higher price tag.