OLAKALA: From YouTube Merch to Must-Have Streetwear
"Being YouTubers wasn’t enough for us. But we learned from that and now we’re more than just a label."
What started as an ambitious idea between YouTubers Nicolas Lazaridis (Inscope21) and Tim Gabel has transformed into one of Germany’s most sought-after streetwear and fashion brands. Founded in 2018, OLAKALA bridges the gap between laid-back YouTube culture and high-quality fashion. The founders share insights into their journey, company philosophy, and the creative process behind their designs.
Nicolas Lazaridisand (left) and Tim Gabel
Tim Gabel recalls the early days with a laugh, “At first, we were in this entrepreneur phase where we maybe took ourselves a bit too seriously. It’s easy to get lost in all the business stuff, almost taking on a new persona and forgetting why we started. Being YouTubers wasn’t enough for us. But we learned from that and now we’re more than just a label. We’re a team of over 30 people working on cool projects together.”
From simple merch items branded with the slogan "Alles Klar" to a complete fashion line, it’s been quite a journey. “Initially, we just wanted to make merch with cool cuts. We had no idea it would turn into a full-fledged fashion label,” Nico reminisces.
“Eventually, the merch label ‘Alles Klar’ evolved into the fashion label OLAKALA. It was a cringey idea that we just developed further – just do it, simply go for it.”
OLAKALA stands for quality, individuality, and a certain nonchalance towards the perfectionism that often dominates the fashion world. “You look at the big brands and think, wow, they’re so professional. But even Apple started small, dirty, and not really glamorous,” reflects Tim.
“In the beginning, we worked with a variety of external producers and agencies, leveraging their networks, fabrics, and expertise. It was a constructive setup that taught us a lot,” Nico recalls. “But to truly overcome the challenges that arise in every development phase, we decided to go vertical and bring everything in-house. Now we produce prototypes directly in our office in Stuttgart. This decision allowed us to be much closer to our products and perfect them down to the smallest detail.”
“Our collections don’t come out of nowhere. Most streetwear brands find inspiration by shopping themselves. We pieced together the bits and pieces we liked – a remix of what exists,” Nico explains the creative process. The focus is on high-quality material, perfect cuts, and small details, all reflected in every piece.
Switching to complete in-house production has enabled the brand to customize every piece – from the cut to the details to the fabric. The uniqueness of the designs is extremely important to them. Every item should harmonize and carry their signature.
The duo is especially proud that the OLAKALA brand now stands for quality independent of their names. “We want to become so good that people buy the brand because they love the quality, not just because we’re behind it,” says Nico.
Looking to the future, Tim says, “Many people think we’re multimillionaires now, but we reinvest every profit back into our brand. OLAKALA has become part of our lives, and it’s amazing to look back on what we’ve already achieved. Our team dynamic is incredible, and we’re excited about what’s to come.”
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