Ding Zhen, better known as KnowKnow of the Chengdu rap group Higher Brothers, launched MEDM in 2018. He named it after what would become his solo debut album: “Mr. Enjoy Da Money,” released the following year. The premise was blunt. Make clothes for the lifestyle he was already living: loud, comfortable, unapologetic. No manifesto, no fashion-school pedigree. Just a rapper who came up through the Chengdu scene and wanted his wardrobe to match his stage presence.

Higher Brothers signed to 88rising in 2016 and became the first Chinese rap act to tour internationally at scale. When the group’s momentum slowed, each member channeled their platform into solo ventures. Masiwei started AFGK. KnowKnow built MEDM. Both brands emerged from the same post-“Rap of China” wave that turned underground Chengdu hip-hop into a consumer economy, but MEDM leaned harder into sportswear codes and pop-culture licensing than any of its peers.

The catalog covers graphic tees, embroidered pieces, tracksuits, denim, and outerwear, held together by the “M” logo and a palette that runs from saturated primaries to earth tones. Embroidery shows up often: cranes, florals, butterflies. So do velcro patches and graffiti prints. The Clottee collaboration in August 2024 brought Edison Chen’s thorn pattern into the mix. The JoJo’s Bizarre Adventure partnership in November 2025 put Giorno Giovanna on leather jackets and down coats. MEDM treats licensing the way Supreme treated it a decade ago: as content, not cosplay.