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While typically overshadowed by major cities like New York and Los Angeles, Atlanta also deserves its recognition as a hub helping push streetwear and style in new directions. One of its newest and most popular exports right now is Saint Vanity. In just two years, the brand has built a following with its nylon sets that have been co-signed by various rappers like Lil Baby and Nav.
We spoke with Saint Vanity founder Antuan Felton to learn a bit more about the brand and its rapid rise.
Shop select pieces from Saint Vanity on Complex.
Founded in 2023, Saint Vanity is an Atlanta-based brand by Antuan Felton. Before starting the brand, he was a sneaker reseller and stylist. Felton describes it as a label with the edge of streetwear but the refinement of luxury.
“Saint Vanity became the outlet,” Felton tells Complex, “a way to fuse rebellion and reverence into a brand that could live in both worlds.”
“Saint represents purpose, reverence, and timelessness. Vanity is often misunderstood — people confuse it with being vain, which is shallow self-obsession,” says Felton. “It’s about being seen, not about arrogance. We embrace that pursuit, but always grounded in higher purpose. That paradox is the core of the brand. The ultimate goal is to feel good when wearing Saint Vanity, to feel yourself and think highly of your appearance.”
The brand has become known for its matching sets that include staple pieces like wide leg nylon trousers, shorts, short sleeve button-ups, and zip hoodies. Fulton describes them as “minimal but powerful.” In addition to these popular sets, Saint Vanity also sells tees stamped with its giant griffin logo in a number of colors.
“Atlanta has always had this ability to move between grit and glamour, underground and mainstream, local and global,” says Felton. “That spirit of contrast fuels Saint Vanity. Atlanta inspires me to design pieces that can live in both the streets and luxury spaces, while never losing their authenticity.”
Felton also cites Kanye West, Virgil Abloh, and Rhuigi Villasenor as some of his biggest inspirations.
Saint Vanity has been spotted on a handful of rappers and celebs including Quavo, Lil Meech, 21 Savage, Lil Baby, YTB Fatt, and more.
“We didn’t chase celebrities or try to force placements,” says Felton. “When culture gravitates toward something real, it moves on its own. I also had relationships with a lot of these big names prior to the world seeing them in Saint Vanity.”
Felton hopes to continue to merge the world of streetwear and luxury in interesting ways. He wants to create a tailored collection of suits. In October, the brand will have its own booth at ComplexCon in Las Vegas. Overall, Felton just wants to keep the brand moving forward.
“In five years, I see Saint Vanity as a global luxury streetwear label with deep cultural roots,” says Felton. “We’ll have limited drops, flagship experiences in cities like New York, Tokyo, and Paris, and a portfolio that extends beyond clothing — documentaries, collaborations, and cultural projects.”
Read the full article here
