Scott Sasso

A native New Yorker and former graffiti writer, Scott Sasso founded 10.Deep in 1995 while a student at Vassar College, scrawling the name on a piece of notebook paper taped to his dorm wall. Built from screen-printed tees and rooted in NYC hip-hop and skate culture, 10.Deep became one of the foundational US streetwear labels, worn by A$AP Rocky and instrumental in early mixtape releases from Kid Cudi and Wale. Sasso also helped launch urban-wear brands Akademiks (1998) and PRPS (2001), and oversaw a Japan-focused 10.Deep Tokyo capsule, before stepping away from the brand he founded in 2023.