The By Parra Brand Story

Experience the world of by Parra

A brand where art meets apparel, and the everyday becomes an expressive canvas. Born in Amsterdam under the creative direction of Dutch artist Pieter “Parra” Janssen, by Parra has carved a distinctive niche in contemporary streetwear thanks to its bold graphics, vivid colour palettes and the unmistakable energy of its designs. From the brand’s origin in the early 2000s to its current status as a cult street label, the by Parra collection offers more than clothing: it invites you to wear a piece of artistic identity.

A heritage rooted in creativity

The story of by Parra begins with Parra himself – a multidisciplinary artist known for surreal bird‑like figures, abstract motifs and saturated tones. With a background in illustration, typography and graphic art, he launched the label originally as “Rockwell by Parra” in 2001 (which Urban Industry stocked for a long time) and later streamlined it to by Parra in 2015. The brand has always retained a clear ethos: premium materials meet expressive visual language. Every T‑shirt, hoodie or accessory becomes a wearable artwork that reflects Parra’s graphic universe.

Distinctive design, premium materials

What sets by Parra apart is the fusion of streetwear form with art‑driven detail. The designs feature Parra’s signature motifs – elongated birds, playful typography, abstract forms and unexpected colour combinations. But this is not just print‑heavy fashion: the brand emphasises quality fabrications, water‑based graphics, thoughtful cuts and production methods that honour the garment itself. The result? Items that not only look distinct, but also feel built to last.

The by Parra experience

When you explore the by Parra collection at Urban Industry, you’re diving into a world of statement pieces: graphic‑heavy T‑shirts, bold sweatshirts, caps and accessories that carry artistic lineage. Each drop blends the rebellious spirit of street culture with the refined touch of fine art. Whether you’re after a standout hoodie or a subtle tee sprinkled with Parra’s iconic motifs, the collection caters to those who value design as much as function.

Why it matters

In a fashion landscape crowded with logos and generic prints, by Parra stands out for two key reasons: authenticity and recognisability. The brand isn’t simply following trends, it’s creating its own visual language. For fans of streetwear, art‑influenced fashion or simply well‑designed apparel with character, by Parra offers a genuine alternative. The brand’s roots in art ensure that each piece carries a story, rather than just a label.

Versatility meets individuality

Whether you’re looking for a bold signature item to anchor your outfit, or a more understated piece with subtle graphics, the by Parra collection offers layers of versatility. A graphic tee becomes a talking point; a cap adds an artistic accent; a sweatshirt becomes a marker of aesthetic taste. For those who value individuality – whether in the urban environment or the creative scene – by Parra provides tools to express personal style without compromising on craftsmanship.

Sustainability and mindful sourcing

The brand emphasises responsible production. By‑Parra uses pre‑washed fabrics and selected materials to ensure durability, ethical touchpoints and a high‑quality finish. While the designs are eye‑catching, the construction remains rooted in substance over flash. When you pick up a piece from by Parra, you’re investing in more than a seasonal trend – you’re investing in something built with thought.

The Urban Industry connection

At Urban Industry we’re proud to bring the by Parra collection to the UK audience. Whether you’re discovering the brand for the first time or deepening your loyalty, our curation ensures you have access to the latest drops, key core pieces and seasonal highlights. Browse the by Parra range today and discover how art, design and street culture converge.

Shop the collection

Explore the full by Parra range now, see what catches your eye and secure your pieces while they remain available. From graphic tees to elevated sweatshirts and accessories, this is your gateway into the artistic world of by Parra. Discover the collection, find your fit and let your wardrobe speak your message.