Deciphering Luxury For Modern Men With Perri Dash And Super Niche
For many men who grew up immersed in streetwear, hip-hop, and sneaker culture, the transition into adulthood has felt like novel territory, where there are endless ideas of the modern man. Evolving your style without losing your cool has been a 'sartorial conundrum' not seen since GQ columnist Glenn O'Brien. Can the average man learn to engage with luxury without compromising authenticity and a mature, personal style?
Perri Dash, founder of Super Niche and co-host of the WristCheck Podcast , along with Rashawn Smith, has built a platform that answers these questions while bridging the gap between youthful expression and refined adult taste. " We grew up wearing BAPE and Pharrell's designs," Dash reflects. "Now, the question is: How do you mature without losing authenticity? Super Niche bridges streetwear and adulthood. Whether it's watches, suits, or wine. It's about refining taste while staying true."
Perri Dash, founder of Super Niche and co-host of WristCheck Podcast, along with Rashawn Smith, has created a platform that helps streetwear enthusiasts evolve into sophisticated tastemakers. Atom Moore
Historically, luxury spaces that included watch collecting, fine spirits, vintage, and new high fashion have been gatekept by exclusivity and some misinformation, creating a detour to these statement pieces for guys. Super Niche flips the script, making these worlds accessible without diluting the allure of craftsmanship, teaching an audience of quality brands and products in the market.
"We're kicking down doors in historically 'bougie' industries like watches, making them approachable," Dash says. "Our generation consumes content differently. Style, culture, and luxury don't have to be stuffy."
It's about community over chasing clout for the Super Niche platform, showcasing rare pieces through storytelling and education, characterizing a niche hustle, shared growth, and understanding. "You don't need to be a celebrity to engage. We're in rooms with brands like Citizen, being ourselves authentically. People respect us because we know our [shit], but we're also cool. That's the balance."
Perri Dash [right], founder of Super Niche and Rashawn Smith, co-hosts of the WristCheck Podcast. Courtesy of Super Niche
Dash continues, "We demystify collecting. Art is expensive, but you can start small. Same with watches! We wear Patek [Philippe] and APs[Audemars Piguet], but also Seiko and Citizen. It's about strategy, like, flipping a $5,000 Rolex into an $8,000 sale to fund an AP. Young guys are doing this; I flipped my way to a $150K watch relationship. The hustle mentality from streetwear applies here, too."
Dash, who has years within the fashion industry, shares this mindset that extends beyond watches. The world Super Niche is building involves tastemakers as well as insiders. Entrepreneurs, collectors, and curators of all kinds, like, author of Ice Cold: A Hip-Hop Jewelry History, Vikki Tobak, are featured on the platform.
"I met a guy in Montreal with a passport stamp to import liquor tax-free,' Dash details of an encounter in his exploration. 'He'll buy a bottle for €2,000, knowing it's worth $8,000 here. That entrepreneurial spirit is universal. Super Niche shows creative paths to luxury, whether it's watches, wine, or art."
Perri Dash, founder of Super Niche and co-host of WristCheck Podcast, along with Rashawn Smith, wearing Blancpain timepieces, has created a platform that helps streetwear enthusiasts evolve into sophisticated tastemakers while maintaining their authentic identity, whether through watches, tailored clothing or fine spirits. Atom Moore
Super Niche's media platform represents more than the average collector; it supports a brotherhood among novel collectors. Before Dash, Black watch collectors were scattered across cities, disconnected; now, they're a global network.
"We're the nucleus," he notes. Rapper and podcast host N.O.R.E, a friend of Dash, praised him for the exposure on the Wristcheck Podcast . Dash recalls N.O.R.E's reaction, ''I've been waiting for you to ask me on the show!'' He describes another rapper's taste for fine timepieces, 'Even Styles P - who's a 'low-key' serious collector - opened up about his A. Lange & Söhne. These are stories no one else is telling."
Perri Dash [left], founder of Super Niche and co-host of WristCheck Podcast, along with Rashawn Smith, wearing Blancpain timepieces, has created a platform that helps streetwear enthusiasts evolve into sophisticated tastemakers while maintaining their authentic identity, whether through watches, tailored clothing or fine spirits. Atom Moore
This particular community thrives because it rejects pretension, stripping away the echelon that deems who or what is a collectible, and what is just another product on display. "You don't need to know reference numbers to belong. If you like diamonds or vintage Seikos, we celebrate that! It's about passion, not pretense."
Super Niche dives into the depths of vintage collectibles, as well as newer items that have historic resonance and are a timeless novelty. The vision extends beyond content, peering into legacy and highlighting modernity. Dash draws inspiration from icons like Jay-Z, who is credited for making Audemars Piguet watches a household name, and Pharrell, who epitomized the bling era in Hip-Hop with his colorful displays of jewels, turning cultural influence into generational wealth, as Williams has done with Joopiter.
Rashwan Smith, Perri Dash; Upcoming projects and collaborations with auction houses signal Super Niche's ambition to redefine luxury as a cultural movement. Atom Moore
"The Roc-a-Fella chain is cultural ephemera. Jay-Z's chain will be in a museum one day. That era birthed everything: Kanye, Big Sean, even Super Niche. We're privately owned, just like Roc-A-Fella was. Our mission mirrors theirs, owning our narrative.'
Upcoming projects and collaborations with auction houses signal Super Niche's ambition to redefine luxury as a cultural movement, not just a status symbol. "We're not just curating watches or art. We're curating a mindset. And that's how you change the game." Dash puts it.
For men navigating the transition from streetwear to sophistication, Super Niche offers a blueprint. Staying authentic as luxury shouldn't erase your roots, and educating yourself while building community is exemplified by Dash and Smith's Wristcheck podcast. By blending cultural fluency with high-end taste, Super Niche refines conformity, empowering a new generation to embrace luxury on their terms.
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