Chloe MooreChloe Moore speaks with Belfast streetwear label Apache Tribe Belfast about reviving a cult ’90s brand, rebuilding a creative hub in the city centre, and why independent fashion still matters in Belfast today.
Few brands carry the kind of local mythology that surrounds Apache Tribe Belfast. First emerging in the early ’90s, the label became synonymous with a particular moment in Belfast, one where street art, hip-hop, DIY fashion and underground music collided in unexpected ways. The original shop wasn’t just somewhere to buy clothes; it was a meeting point for artists, DJs and skaters, a place where subculture could take shape away from the mainstream.
After years away from producing its own clothing, Apache Tribe has recently returned, reopening in Belfast and reconnecting with both its original audience and a new generation discovering the brand for the first time. Still rooted in hands-on production, in-house printing and collaborations with local artists, the relaunch feels less like a revival and more like a continuation of the same spirit that defined it decades ago.
We spoke with the team behind Apache Tribe about bringing the brand back to life, the realities of running an independent streetwear label today, and how a small shop in Belfast continues to act as a hub for creativity, music and late-night ideas.
Apache Tribe has roots going back to 1990 and was recently relaunched in 2024 after a hiatus. What inspired you to revive the brand, and how has its identity evolved since its early days?
Apache Tribe had been away from manufacturing our own clothing for a long time, but during that period, we were still deeply involved in the fashion industry through other trades. Over the years, we built up new skills, new ideas, and a clearer understanding of what we wanted the brand to be. Eventually, it reached a point where selling other brands no longer made sense — we wanted to put that energy back into Apache.
The opportunity to move into an old school uniform shop in the heart of Belfast felt like the right moment to do that. It wasn’t just about reopening a store; it was about reopening a space with history and giving it new life.
We’ve stayed as true as possible to the original Apache identity. In the 90s, the brand was closely tied to Belfast’s underground street art and the hip-hop scene, and that foundation still drives everything we do. We’ve carried that forward through late-night art events in the shop, bringing together young DJs, artists and creatives for free events where people can connect, collaborate and enjoy themselves — very much in the same spirit as the original store back in the day.
Considering streetwear often intersects with fashion, music, and art, where do you position Apache Tribe within the current creative scene of Belfast?
We pride ourselves on having a real pulse on Belfast’s Street art scene. Over the years, we’ve collaborated with some of Ireland’s most respected street artists, and each release reflects the individual skill and influence of the artists involved. If you were to ask them, they would probably say the first place they got their paint was from our shop. Designs by artists like KVLR, Blacky, Ken Maze, Simon Milligan, Keith Conolly and many more.
Music has always run alongside that. Apache Tribe naturally sits at the intersection of fashion, street art and sound. From hosting late-night art sessions with DJs (Divergence, Davenport, OISINOK, Princess Glitoris, Indenial, Cian, Mafyew, Caolan Patrick, etc) to cyphers featuring some of the best MCs on the island (Durtburd, Beano, Gomie, Hallion), the brand acts as a platform for multiple genres and communities. We don’t try to box ourselves into one scene — the goal is to create space for different creative worlds to overlap.
Your collections include T-shirts, hoodies, special collaborations, and vintage items. Could you describe the steps of your creative process when developing a new design?
Our creative process is very hands-on. Every part of the printing production is done by hand, which means no two pieces are exactly the same. We enjoy the challenge of working across different types of garments, whether it’s reworking an old favourite tracksuit or creating a one-off vintage piece.
We take our time with each item. A good example is the Manor Hamilton haul, where we purchased the contents of a shop that included garments dating back as far as 1910. Each piece has been individually worked on and reimagined before being released. That slower, more considered approach is important to us — it allows every item to feel intentional rather than mass-produced.
Which part of the process is the most hands-on for you: design, sourcing, branding, or community building?
We keep the whole process as in-house as possible, so the design and printing stages are the most hands-on for us. A lot of work went into each piece in the early days of Apache, and being able to relaunch some of those original designs has been important.
We’re still using the original printing carousel that was in the building in the 90s, which is something we take a lot of pride in. The quality of the prints has always been a defining part of the brand — many of the garments printed back then are still being worn today, and that longevity is something we continue to aim for with every release.
We recently designed the Gaza Stop Wars top, which we worked on alongside Camps Breakerz in Gaza. They are a break dancing school in Gaza that we fundraise for, and we’ve been able to raise just under £500 for the charity by selling these t-shirts. This was a hands on process as we designed the stop wars from one of our older designs. We met people who dealt with the charity through the 5TH Element Belfast, our own local break dancing charity school, who we we recently collaborated on a t-shirt, and were able to help us set up the right connections to make donations for Camp Breakerz.
Who is the Apache Tribe customer today? Is it the original ’90s audience, a new crowd, or both?
Apache Tribe now speaks to both the original audience and a new generation. During the years when the stores in Belfast and Dublin closed, the brand became harder to access, but that also gave the older pieces a kind of cult status. Through social media, particularly TikTok and Instagram, many original customers have reconnected with us and reached out to say they still have Apache pieces tucked away.
At the same time, the brand has found a new audience online. The designs from the 90s have a timeless quality and sit apart from what’s currently being produced locally, which has helped Apache resonate with a younger crowd discovering it for the first time.
Do you think streetwear still has room for independent labels, or is it getting harder to compete?
There’s definitely still room for independent streetwear labels, especially in Belfast. Recently, there’s been a noticeable rise in locally designed and manufactured brands, which feels like a positive shift. We love to see new brands popping up doing their own designs, not just because it inspires us, but also because they have realistic price ranges compared to some of the bigger shops.
Fast fashion has made things more challenging over the years, particularly when it comes to pricing, and that was one of the reasons Apache went quiet for a period. Focusing on originality and staying true to ourselves feels more important than trying to compete with mass-produced clothing.
Belfast has undergone huge cultural shifts over the last few decades. How has that influenced the brand’s direction?
In the 90s, the Apache Tribe shop became a hub where people from all backgrounds could come together through music and fashion. It was a neutral creative space where new sounds, new styles and new ideas could be shared without labels or divisions.
As Belfast has changed over the decades, the idea of shared creative space has only become more relevant. We needs spaces for young people to come into a store and be in a space where they can see clothes that are made here and also get the chance to watch local people play music. That evolution has directly influenced Apache’s direction — the brand continues to focus on inclusivity, creativity and bringing people together, whether through clothing, events or the artists we work with. In many ways, Apache reflects the same movement Belfast has made: forward-looking, grounded in its past, but not defined by it.
What’s the one piece in your collection that you feel best captures the spirit of Apache Tribe, and why?
Lighter Thief. It’s been a favourite throughout the brand’s history. The fingerprint on the back belongs to KVLR, one of the original artists here at Apache. Hidden in a barcode printed in the back of the t-shirt, there is a poem attached: “Ignite lighter and keep away from face and clothing. Continue to fly the lighter into your pocket without the owner noticing. Never admit the lighter had a previous owner. Be sure to obtain as many lighters in one sitting as possible. Remember, you can never have enough lighters — and there is always someone out there better at repossessing lighters. With time, this skill becomes second nature.
How do you see Apache Tribe evolving over the next five years, considering both local and potential international growth?
Although we want to continue having a hub in the City Centre for young creatives to socialise, we would like to focus on growing our e-commerce in the future. We will always have events and pop-up stores as we enjoy the craic that comes with retail, and selling our own brand in person will always make us happier; however, it is not financially possible to proceed by just selling in person. We were always heavily involved in the festival scene in the 90s, and it would be great to revive that lifestyle again in some way in the North or the South of Ireland. We held our own small festival called Fairy Fields 23’ in Ballinasloe. We would love to run something like this again.
