Community Is More Than A Buzz- Word For Brand Brigade USA

Forbes

18-04-2025

BRIGADE USA
"Community" has become a ubiquitous buzzword, tossed around for years by art hubs, fashion houses, and sports collectives alike. As its usage grows, its meaning starts to blur. But when a New York label like Brigade USA has stickers plastered across the city and branded T-shirts worn on the backs of everyone from Brooklyn to Harlem, it's hard not to believe they've got this whole 'community' thing down to a science.
'It's always been about community long before it became the buzzword for every business in the world,' says Aaron Maldonado, co-owner and creative director of the brand. Brigade USA, a name that originally refers to a militia or military unit, was conceived as a platform to support his friends' niche interests. The brand didn't emerge from a traditional design background but rather Maldonado's self-taught skills in graphic design. As a teenager, he saved up to buy a laptop and taught himself Photoshop. Like many New York streetwear labels, Brigade USA began with printed T-shirts and other basics, but as the brand evolved, it transitioned into a primarily cut-and-sew operation.
The clothes produced by Brigade USA are undeniably rooted in streetwear, but their cut-and-sew operation brings a refined edge—somewhere between old French menswear and Lower East Side skater. While this aesthetic has gained traction with brands like AWAKE NYC, Noah, and Supreme, Brigade approaches it with a raw, unfiltered sensibility. Their designs are deeply referential—some overtly literal, others playfully subversive.
Brigade USA
'The barrier to entry in New York fashion has become so low. The new generation looks at brands and asks, 'What can you do besides a T-shirt?'' says Maldonado. Though he didn't come from a formal design background or study it academically, like many New York adolescents, his entry point was sneakers—amassing an impressive collection of footwear and streetwear early on. 'Through forums like NikeTalk, Sole Collector, and Strictly Supreme, I ended up discovering side threads focused on graphic design, art, and music.' As his obsession with sneakers faded around age 13, his curiosity shifted toward design. He began experimenting, eventually creating and selling his own T-shirts in high school.
But it wasn't simply a knack for graphic design or entrepreneurial drive that led Maldonado to establish Brigade USA. A near-fatal car accident became an inflection point—prompting a period of reflection on his future and the kind of life he wanted to lead. In its wake, he committed fully to a long-held aspiration: to build a ready-to-wear brand.
His wife, Sarah Maldonado, who left her corporate career to help build Brigade USA, now serves as the brand's CMO. A fashion merchandising graduate, Sarah realized after meeting Maldonado that they shared a big dream: he would be the creative force, and she would handle the business side. 'We had this big dream we came up with 14 years ago together,' she says. 'When you're young, you think, 'I can do anything!' So, the New York fashion scene didn't seem as intimidating.' She adds, 'I had to take that corporate structure and apply it here, but in a small business, you don't just wear one hat—you wear multiple hats.'
'You handle the Excel spreadsheets and all that, and honestly, I don't even want to know about it. I'll take care of the creative and photography—that's where we draw the line,' he says
But as they became more entrenched in the industry, they began to question themselves and their abilities, asking, 'How are we different? Who are we? Who do we want to represent? How can we showcase our niche?' she says. For the couple and business partners, the highs and lows of owning and running a brand are nothing new. 'You start off so confident, then you dive in and realize just how crazy it is. But over time, you gain confidence through hard work, and you think, 'This is doable.' I think we're starting to enter that third phase, maybe,' he says.
Imposter syndrome became a constant theme throughout their journey, especially for Sarah Maldonado, who transitioned from being a cog in the corporate machine to leading a team. Yet, it was her faith in Maldonado that restored her confidence. 'I try to help Aaron see how great the things he's making really are,' she adds.
Culture and heritage emerge as recurring themes throughout Brigade's collections. Maldonado, of Puerto Rican heritage, unabashedly references his culture and the [pre-colonial Puerto Rican] flag in every line. From the subcultures of Puerto Rican immigrants in New York named Nuyorican, to alternative emblems, along with models who reflect his Latin-Caribbean background, it is consistently present. 'We decided recently that we were going to start incorporating the flag more and more, in subtle ways,' he says as a way to spread awareness about the importance of heritage.
BRIGADE USA
Puerto Rico and its flag, often used as a heretical emblem and a canvas for the brand's designs, were deeply influenced by Maldonado's early exposure to the culture. 'I grew up being heavily influenced by my parents. They were there for the birth of hip-hop. My dad was a b-boy and graffiti artist,' he explains. 'I feel like Puerto Rican involvement in hip-hop is often overshadowed, both in its birth and in its growth.' This cultural backdrop shaped his experience. 'It makes it easy to look at the foundation of hip-hop or New York in general and pull inspiration or develop an interest in it.'
His Caribbean family values have always been a core inspiration for the brand, with community leading the way. He recalls a moment when a family member faced a life-altering plight, and his entire family rallied together to support her, raising money and showing up for her. This experience reinforced his belief that community should not only feel like family but also act like it.
Showcasing culture through thoughtful research and presenting it in a fresh way is one thing, but for many, it's easier to exploit culture for profit—a concept Maldonado is particularly averse to. 'We were very careful about using the flags because we weren't sure how it would be received,' he says. One of their best-selling pieces, a reimagined Ralph Lauren polo, holds particular significance for him. 'People of color made Ralph Lauren hot, and they never got credit for it. So, I decided to take those iconic pieces and put our flags on them because they're ours now,' he explains. 'I was worried it wouldn't translate properly, but it ended up being one of our most impactful pieces. It was all about empowerment.' And this is proven, the brand has long supported designers and artists of color, as seen in their collaboration with Puerto Rican artist Sha on their Puerto Rican boxing gloves airbrushed tee.
For Maldonado, the driving principle is clear: 'I never want to bastardize or exploit the culture; it's about equality.' His approach remains rooted in his core values, a sentiment echoed by Sarah Maldonado, who says, 'Whatever Aaron creates, it stays true to those values.'
Brigade USA's pieces aren't just about fashion, they're built with purpose and longevity in mind. Many of the designs serve multiple functions, including performance wear, and the quality is made to endure. Leaving off, 'We want to make things that last, things that can be passed down,' Maldonado explains. 'It's all about creating something timeless.'