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In the summer of 2017, Samuel Krost was feeling down. He’d had an unimaginably tough stretch at work. He’d lost confidence in himself. Slowly, though, he was getting his mojo back, with some help from his pals. He was struck by the sentiment, and coined a personal mantra, one he started printing on tees and hoodies: Support Your Friends.

“Because of the support of my friends and my family, I started really running with this idea of ‘Support Your Friends’ after the whole Fyre debacle,” Krost tells me one day in early February. “That lightbulb went off and now here I am sitting with a reporter from GQ living my fucking life, living my dream if I ever had a dream.”

That dream is an eponymous fashion brand, Krost. That "Fyre debacle" was, of course, the Fyre Festival, the so-bad-it-led-to-two-documentaries music festival. And, so far, following the “Support Your Friends” dictum has made for a smooth transition between the two.

Krost, 26, sits in a green velvet chair in the lobby of the Bowery Hotel wearing an Acne beanie, plaid trousers, and Off-White Nikes, topped of

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Before creating a progressive fashion label, 26-year-old Samuel Krost was known by most as Selena Gomez’s ex-boyfriend or the Fyre Festival’s booking manager. But now, people are starting to think of him as simply the mastermind behind his eponymous streetwear brand—Krost. Built around community and social change, two tenets that define the clothing brand’s founder, Krost teamed up with March for Our Lives for his first collection ‘First Semester’ to spread awareness about gun violence. Every ‘semester’ the brand plans to shed light on different social issues and different coming-of-age themes reflected in concept retail stores.

Krost’s ‘First Semester’ store resembled a university football field. Around that time, the company launched a digital series on Instagram centered on its slogan “Support Your Friends.” Real people shared their stories—against a yearbook picture backdrop—about what it meant for them to support their friends in high school. For Krost’s ‘Second Semester,’ the brand dug deeper into ch

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Cultivating Kindness with Samuel Krost

The KROST community is ever-growing, and new friends are always welcome! Learn more about the brand’s values, goals, and their newest storefront in Soho, through office’s interview with founder, Samuel Krost, below.

On the KROST website, there is a page labeled ‘Our Story’ and you often encourage your community to share their stories as well, to create a supportive ambiance. Could you tell me what your personal story is?

I grew up in a small town in New Jersey, completely isolated from the world — it was a bubble. I was an athlete my whole life; sports academia was like the only thing I cared about. We have family in New York, but even when the family would go to New York, I was never interested in this idea of New York City. It was a community, but it was a bubble of a community. There was really a lack of interaction outside of it. But that community and the way that they support one another has made me the person I am. Little did I know, it’s the reason that, here I am, creating a brand that's based not only around community but a