About us

Wasted Heroes is an electronic music inspired streetwear label. We focus on stylish and comfortable pieces such as t-shirts and sweatshirts featuring bold screen printed designs.

The label was founded by Liverpool based graphic designer Russell Reid who made a name for himself designing flyers for legendary Liverpool clubs Circus and Chibuku. With design and music being the backbone of his life, a streetwear label was the logical progression for Russell’s vision and in 2010 Wasted Heroes was born. The result was a unique streetwear label, born on the dance floor but rapidly becoming a music and graphics inspired brand that stretches beyond the parameters of electronic music.

Wasted Heroes has received support from the dance community in the shape of Carl Cox, The Martinez Brothers, Sasha, Yousef, Loco Dice, Dj Pierre, Eats Everything, Pan-Pot, Charlotte de Witte and Friction to name just a few who have championed the brand. 

The label holds tight to its independent roots and is proud of their hands-on personal approach by designing, screen printing, photographing and distributing all garments from their cosy Liverpool based studio.

"To us, a t-shirt or sweatshirt is a walking blank canvas for us to work with. There’s no better compliment than someone liking your designs that much that they wear it across their chest for all to see. That’s what keeps us going and is why we love doing what we do!"

And why the name Wasted Heroes?
The two words have taken on different meanings to us over the years, WH represents undiscovered artists of all forms who do what they do for the love of it.

The Wasted Heroes…