About us

Streetwear born in Brazil in 2014. New York in its DNA. Today, a brand that lives between the two.

PRISON® is an independent streetwear label founded in 2014 by Levy, a designer who grew up obsessed with New York and built a brand around that obsession from zero. We make oversized tees, hoodies, outerwear, sweatpants and shorts inspired by American sports, New York and the visual culture around them. Since 2025, our production runs out of Miami, and the brand lives between New York and Brazil.

Before the brand, there was the floor

My name is Levy. I'm the founder, art director and CEO of PRISON®.

In the beginning, my wife Jessica and I slept on the floor because the bed was storage for the few pieces we could afford to produce. She was there for the hardest days, and she's here for every win since. Nothing you see here would exist without God and without her.

Where I come from

I was born in the '90s and left at the door of a hospital as a newborn. My birth mother was 13. A simple Christian family adopted me and raised me. From early on I learned that some stories seem written before they start, and that you can rewrite them.

New York, before I'd ever seen it

While other kids dreamed of Disney, I dreamed of New York. The skyline, the pace, the energy of the city called to me from a TV screen in Brazil. At eight I was already drawing imaginary prints on an old IBM PC and in school notebooks, studying how FUBU and Cross Colours, the brands Will Smith wore on The Fresh Prince, could say so much with design alone. I didn't know it yet, but that was the beginning of the job.

In 2001 my family moved to Espírito Santo, on Brazil's coast. As a teenager I delivered snacks to local businesses to help at home. Humility and persistence came from that route, and they're still in everything PRISON® builds.

2014: PRISON® is born

Living rent-free in a two-room house shared with boxes of product, I made the hardest decision of my life: I left college and a job as marketing manager at another casual brand to bet everything on one idea. Zero resources. One clear vision.

The original name was PRISON NEW YORK. "Prison" was never about being locked up. It was about being locked in: to New York, to streetwear, to the movement that changed my life. We shortened the name to PRISON®. The meaning stayed. Locked in to what sets you free.

2018: New York, up close

With the brand established online, I started traveling to New York often, to study how people dressed and moved, the sports that became the core of the brand, the music, the art. Every trip was a lesson in identity and attitude. That's where it became clear: I didn't want to make clothes. I wanted to make pieces that mean something to the person wearing them. Not for the hype. For the weight of wearing PRISON®.

PRISON® x NFL

The international collaboration PRISON® x NFL cemented our identity in American sports, with baseball and football jerseys becoming brand icons. Next up: running, basketball and boxing.

2019: Not every year was a win

After a long stretch of depression, a diagnosis: cancer. Silent, unexpected, devastating. Hours before surgery I was directing a PRISON® photoshoot. The day after, still with a drain in my body and no certainty about tomorrow, my first request was a laptop. Creating was never a choice. It was survival.

2025 and now: New York and Brazil

In 2025 PRISON® set up its own production in Miami and reached the US through Amazon. Today I live between New York and Brazil, and useprison.com is how PRISON® ships directly to the US. The brand grew up connected to New York with a Brazilian soul. Now it lives in both places for real.

What we make

Oversized tees, hoodies, outerwear, sweatpants and shorts: heavy fabrics, wide fits, graphics with presence. Black is the backbone of the line. Every collection starts from a reference (American sports, New York, music) and a reason to exist.

The essence

PRISON® is what I made out of scars. Each piece carries intention, not just design. It's for people who turn scars into symbols, who have a story even if nobody asked, who move against the grain with purpose.

Manifesto

We don't follow formulas. We don't sell hype. We create with direction and truth. Every collection is born with context, history and intent.

Welcome to PRISON®. It started from zero, in a house full of boxes, long before any of this was fashionable.

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