In 2011 my love for elevated fashion and streetwear melded together with a little bit of edge to form the foundational DNA of the House of South. Since then, my brand has evolved as I have grown into the woman I am today. South Street is an extension of the Ari South lifestyle and aesthetic taste that I have always incorporated into my personal style.Drawing on my love to experiment with ideas and concepts, South Street is a one way street by my own rules and moods. The Ari South brand has always been rooted in my intention to go about reaching a destination by my own point of origin, and South Street is a place where I can creatively do as I please. This is the space where styling takes a step out of the comfort of our perfected elegance andedges into a facet of my design pleasures.