Defying definition Aries is where fashion meets streetwear, luxury meets underground. In the decade since Sofia Prantera co-founded the brand in 2010, Aries has risen from a cult London streetwear brand to a major force in fashion. Rooted in skate culture, its success is built on mixing fashion and streetwear, with heavy graphic influences. Aries pioneered non-gendered fashion that comes in different sizes for people to wear however they want.