DADA was started in 1995 in New York by young entrepreneurs capturing the upcoming lifestyle of hip hop culture in a small range of caps and tees. As their goal was to create a successful brand with deep urban roots and a lifelong dedication to its future development they chose to name their brand DADA.
 
The meaning of DADA originates in African culture. It stands for a child born with a blessing and a special destiny. Just as joyous, young and different as the child so is the brand DADA, born with the ambitious dream of reaching a supreme position in the urban fashion market. This idea is further manifested in the recognizable crown logo. After having successfully planted the seed with the first range of caps and tees, DADA rapidly moved on to extend its product variety on a global market and was proud to introduce the DADA Footwear line in early 1996.
 
By then DADA was already one of the most divers urban lifestyle brands offering a product range from men?s and ladies apparel, to lifestyle footwear and even including a collection of functional basketball footwear, apparel and accessories. The latter named products were endorsed by a set of NBA Players such as Chris Webber, Vlade Divac, Karl Malone and Latrell Sprewell. Groundbreaking ideas pushing the frontiers of design and functionality have always been part of the brands philosophy earning DADA a huge amount of street credibility.
 
Several celebrities such as Snoop Dogg, Eminem, DMX, Dr. Dre, Xzibit, Ying Yang Twins, Be Real, Ludacris, and Petey Pablo amongst others are affiliated to the brand?s first steps.