LA DJ EXCEL Launches ALL-TIME HIGH Apparel Label

Los Angeles-based DJ and creative entrepreneur David "EXCEL" Alper has partnered with Frank Barouti to launch ALL-TIME HIGH, a fashion label designed to serve the electronic music community with apparel that reflects club culture and the nocturnal lifestyle. The brand positions itself as an alternative to festival wear gimmicks and luxury fashion's disconnected take on dance music aesthetics.

Military-Inspired Design for Movement and Function

ALL-TIME HIGH draws from vintage military pieces, heavily washed fabrics, and relaxed silhouettes that prioritize comfort and movement on the dancefloor. The design philosophy emphasizes distressed treatments and an intentionally worn-in quality, avoiding the polished luxury aesthetic that can feel out of place in sweaty club environments. Military-adjacent design language has long influenced underground music culture, from early industrial techno to grime and drum and bass communities, and the label's approach pulls from functional design principles rather than surface-level aesthetic references.

Credibility Rooted in the LA Music Scene

EXCEL's position within the Los Angeles music scene lends the brand credibility beyond trend-driven fashion ventures. Rather than external executives attempting to decode club culture through market research, ALL-TIME HIGH is being built by someone embedded in the community. The brand aims to fill a gap left by mainstream streetwear labels that often reduce electronic music fashion to neon colors and holographic fabrics, or luxury houses marketing expensive club wear disconnected from the actual experience.

The label's launch comes as dedicated club communities have shifted toward more refined aesthetics that work in after-dark contexts without overtly broadcasting their purpose. ALL-TIME HIGH offers pieces that respect the cultural literacy of electronic music audiences, recognizing that fashion and music share a symbiotic relationship within underground scenes.