If you’ve been in Philly anytime over the last eight years and found yourself at a DJ set where everyone looked fly as hell and the vibe felt otherworldly, chances are you were just tapped into the universe of Joshua Lang and his musical extension, BWC Sounds. The energy is always cosmic, always elevated. And you’ve definitely clocked the off-the-wall swagger of frontman Joshua Lang—statement eyewear, hats with attitude, intentional fits, and that signature crossbody bag. This isn’t just style. It’s a lifestyle.
More than a decade ago, I was introduced to Lang when he first made his mark in fashion with the launch of B.W.C (Built With Craft). Much like Lang himself, the brand was modern, deeply focused on pattern and material, and helped usher in a new era of style with substance within Philadelphia’s streetwear landscape. I was fortunate enough to cop what’s now considered a “vintage” piece—the black-and-white giraffe print coat (styled here).
Unfortunately, due to the COVID-19 pandemic and the shutdown of their production factory, B.W.C was forced to close its doors.
Now, we’re witnessing a new chapter of creative expression with LANG—a rebirth that feels both evolved and intentional. The debut drop features trapper hats, crossbody bags, and select apparel pieces, signaling a refined yet raw continuation of Lang’s vision. Same universe. New frequency.
But before the LANG brand ever took shape, Josh leaned fully into music—becoming one of the most sought-after DJs in the city and beyond. From DJ sets in Ibiza to a pivotal stint as Music Director at the W Hotel Philadelphia, Joshua Lang carved out a reputation rooted in taste, range, and energy.
Alongside DJ Sylo—the other half of BWC Sounds—Joshua helped define a sound in Philly that defies easy labels. It’s rhythmic, transportive, and deeply intentional. The only way to describe it is Cosmic Rhythm—a frequency that feels global yet unmistakably homegrown.
Recently, I spoke with Joshua about taking the leap with creating LANG and he said, “LANG feels less like a return and more like a natural progression. For the past decade, I’ve been building a world through music, events, and community. Curating moods, spaces, and experiences rather than simply making products. Clothing and product design were always part of that vision, but I needed to live more life before I could express it honestly.”
If you look at the pieces in the first drop, especially The Burrow Bag, with it’s round shape and luxe croc leather, The Burrow Bag is a step in the direction of fashionable functionality. Where men have adopt bags for daily wear, these bags are the luxe version of the typical crossbody bag. To be honest, the bag feel 60’s era mod style and it’s such a damn good piece.
As you dig deeper into this drop, the 1-of-1 trapper hats come in these beautiful luxurious wool, corduroy and mohair that as much Sherlock Holmes, as they are modern artistic gent. The pieces in this collection feel like pieces of artwork that you can wear, which is a true testament Joshua years developing a clear direction for this brand.
“I wanted to create pieces that carry feelings beyond the club. Things you can live with, not just experience in a moment,” states Joshua. After years of creating experiences, LANG is here to creating lasting pieces.
When asked about the rabbit logo, Josh says, “The rabbit represents curiosity, intuition, and movement. Forward motion. Always digging, always exploring new worlds. I’m someone who likes to roam and hop around alone. I like how Rabbits don’t force direction, they respond to energy, to subtle shifts in their environment. That idea resonates deeply with how I approach creativity and life. The rabbit is also symbolic of passage: digging beneath the surface, creating safe spaces that are hidden but intentional. LANG isn’t about being loud or obvious. It’s about those who recognize the signal when they see it. The three stars represent the 3 pillars of my world. Design, music, and lifestyle.”
As a DJ, Josh says “music also taught me patience. I’ve always compared digging for records to digging for fabric. You don’t force you wait for the right one to reveal itself. Sometimes a record sits with you for months before you ever play it out. Fabric is the same way. I don’t believe in buying a material and immediately building an entire collection around it. You have to live with it, understand it, and make sure it still resonates before giving it a larger voice. That patience shapes everything I make. I finally have a clear aesthetic, a clear story, and a community that’s grown alongside me through the music. Bringing LANG into the world now feels aligned. Like all the different paths I’ve taken, I have finally found a shared home and a vehicle to grow through.”
