Origins in New York City
First Down was established in 1983. The brand emerged during a tumultuous period in the city, characterized by high crime rates and vibrant street art. This environment fostered a cultural movement that influenced music and fashion.

Rise to Prominence
In the 1990s, First Down gained recognition for its high-quality down jackets, particularly the iconic "Bubble Jacket." The brand's mountain-shaped logo became synonymous with style, worn by influential figures like The Notorious B.I.G. and Michael Jackson. Chung’s tagline, “Dream It. Be It,” encapsulated his ambition to succeed in the American fashion landscape.

Legacy and Impact
New York City served as the perfect launchpad for First Down, reinforcing the idea that success in this metropolis could translate globally. Today, First Down stands as a testament to the resilience and creativity of its roots, continuing to resonate with fans and embodying the spirit of street culture.