Marcelo Burlon is no stranger to the limelight. The Argentine-born creative director first came to prominence during his teenage years in Milan, when he became the face of the now-defunct sneaker line Nose.

Fastforward two decades, through a stint curating star-studded guest lists for some of the world’s most fashionable parties, a successful DJ career that’s taken him around the globe, and the launch of an edgy, club-inspired streetwear collection under the moniker County of Milan, and Burlon continues to capture the attention of style critics and fashionistas alike. But despite his far-reaching success, the man of many talents remains surprisingly humble.

“I’m not an icon, I’m not a superstar,” he tells the Straight during a visit to Vancouver. “I represent a totally new thing.”

That thing is a high-end streetwear brand so refreshingly self-aware and accessible, it’s almost impossible to ignore. Emblazoned with enigmatic nods to his native Patagonia and tokens of ’90s club culture, Burlon’s graphic threads tell the story of his own journey while inviting wearers to join in the fun. They began as a way to connect Burlon’s growing circle during his early DJ days—a notion that continues to guide his work.

“People didn’t want just a one-night stand,” he explains. “They wanted to belong, to be part of the world we had created. That’s why I decided to launch County of Milan.”

Given the rapid expansion of County of Milan from a modest line of men’s T-shirts to an international, multi-category label, it’s clear that Burlon has built a loyal tribe. A string of collaborations with the likes of Eastpak, G-Shock, and LeBron James—each of which tends toward the creative director’s signature black-and-white palette—offers his fans plenty of ways to keep in touch with the evolving empire.

The same goes for Burlon’s Instagram account, where he regularly releases videos and posts comments for his followers. As he leafs through his new capsule collection, now available exclusively on the men’s racks at Holt Renfrew (737 Dunsmuir Street), he pauses to chat and pose for photos with shoppers.

“We don’t do ads in magazines,” he says. “That doesn’t exist anymore—at least, for an independent brand like ours.”

https://www.instagram.com/p/9875SVNNG5/?taken-by=countyofmilan

Brash and fiercely unapologetic, Burlon’s designs are as much for him as they are for his fans. Growling tigers, horned bulls, and from-the-future space gauchos, layered among a riot of bold, pixelated shapes and flashes of blue and crimson, cover his streetwear essentials, which start at $200.

“I like powerful animals like tigers or bulls,” he says. “When people wear those designs, they feel that power. People like to have something powerful on their chests.”

As for his distinctive placement of visuals, which strays beyond the standard shirtfront?

“When you design on the shoulders, it makes people stronger,” he says with a smile. “That’s a little secret.”