The Rise of Undergound Fashion in '90s Zurich

Zurich in the early 90s was loud, sweaty, and underground. While the city above slept, a new world pulsed below — warehouses, squats, and makeshift clubs packed with ravers, strobe lights, and bass that shook concrete.

This is where Hi-Fish was born.

Founded in 1992 by designer Jenny Jost, Hi-Fish started as more than a brand — it was a uniform for the scene. The tees were oversized, the prints were wild, and the colors glowed harder than the club lights. It wasn’t about fashion trends. It was about identity. Rebellion. Movement.

Hi-Fish gear spread through Zurich’s underground like a secret handshake; if you saw someone in it, you knew... born in smoke, sweat, vibrations, and sound.

Now, decades later, Hi-Fish is back. Still loud. Still unapologetic. And still repping that energy that started underground and made its way onto streets, stages, and wardrobes around the world.