Syna World is finally here. Here's what you need to know about the brand.
What is Syna World?
Syna World is a British streetwear brand owned by Central Cee. Cench is majority owner of Syna World, however he does have business partners that are well established in the world of fashion.
When did Syna World launch?
Syna World officially launched on Sunday 7th May 2023. The brand conducted a pop up event in Harris Academy Battersea, dubbed the "Battersea Car Boot Sale". The location of the pop up was shared at midday, giving everyone just an hour and a half to make their way before the official start time of 1:30pm. A mob of excited supporters had already formed when a white Mercedes-Benz G Wagon pulled up to the scene filled with boxes of Syna World t-shirts, accompanied by a masked street team, all rocking Syna World tracksuits.
Later that day, Syna World did their first online drop at 8 pm. It seems that Cench took notes from his good friend Clint 419, as the Syna World website is password protected and just like Corteiz, Syna World requires us to sign up in advance in order to receive a password prior to each drop.
Is Syna World sold out?
Their debut online drop completely sold out within less than five minutes! This level of hype can be expected for future drops to come. Syna World will likely maintain a similar business model to popular hype brands like Corteiz and Supreme, with scheduled drop dates and limited stock per drop. In order to purchase you'll have to either catch one of the drops or buy from a reseller via platforms like Ebay and Depop.
Syna World Resellers
(If you are looking to buy Syna World apparel, check out my article covering Syna Drops and Resellers.)
Syna World's debut drop was anticipated to sell out quickly, as demand for the exclusive clothing brand far outweighs the supply. Naturally, online resellers lurked in the shadows awaiting the drop, hoping to snag pieces solely for reselling.
Central Cee has close ties to both Trapstar and Corteiz; two brands that have taken completely different approaches in regards to resellers.
Trapstar has pretty much embraced resellers, taking very little action against them, and even allowing the UK's top streetwear reseller No Sauce Bry to actively promote and resell their clothing at the highest level.
Corteiz on the other hand are not reseller-friendly by any means. Clint has openly thwarted resellers, cancelling their orders for all to see and even sending a cease and desist order to No Sauce the Plug, stopping them from reselling Corteiz apparel.
So which path has Central Cee chosen? It seems Cench has somewhat chosen the middle path. Syna World recruited No Sauce Bry to promote their brand on Tik Tok. Bry has developed a huge following of resellers over the past couple of years, due to his earlier videos which would educate viewers on how to capitalise on highly demanded streetwear by brands including Trapstar and Broken Planet. If Central Cee was against attracting resellers to his brand, No Sauce Bry would have been the last person he'd want Syna World to be associated with.
What's yet to be seen is whether the brand identity of Syna World will be defined by resellers, or if the highly demanded streetwear brand can maintain control of its narrative. The latter is easier said than done, particularly when you have resellers battling for visibility and association with your brand for the sake of making their sales.
But Central Cee has observed the streetwear game for years, developed connections with the most successful brands, and arguably been the greatest ambassador of British streetwear in the country. If anyone is positioned to take on this challenge, it's Cench.
