Leva Arturovich

The original goal of the 10.Deep brand was to reflect the ideas and ideals of youth street culture surrounding its founder, Scott Sasso, as an adolescent in New York City. Launched in his college dorm room, the name was ultimately chosen from a list of over 50 because of its bold sound. As a slang term, "10 deep" describes a group of ten people brought together in a show of force. As a brand, the name is a reference to a person's ten fingers and the power of a single strong individual to affect change. Strong senses of collective individuality and personal strength are what birthed hip-hop, skate, punk, graffiti, and every youth movement of the last 30 years. Now entering its 12th year in business, 10.Deep continues to reflect those ideals of New York youth culture through gritty utilitarian fashion pieces and graphics that express contrary and critical ideas.