Iridum Founded in 2008, Iridium Clothing Co. is a lifestyle brand with three locations in Chicago’s Wicker Park, Iridium 77 Lab inside Block 37 Chicago and Atlanta. Iridum features their in-house label Iridium along with other premium streetwear brands such as Nike, Supreme and Bape. Iridium’s CEO Platinum Williams has over ten years of experience in the fashion industry. Before starting the company, Platinum juggled working as a biochemist by day and a fashion stylist by night. From styling he went on to creating designs that lead to landing a number of big name clients. Iridium Clothing Co. has been featured in New York Fashion Week and have been chosen by prominent stylists to dress stars such as Justin Bieber, Chris Brown, Usher, Gucci Mane and Marvin Jones of the Cincinnati Bengals. Other personalities include Toni Romiti, the Westbrook Sisters and Kid Ink. By 2011, Platinum was recognized by R.A.W. as designer to be reckoned with and the line was showcased in various fashion media platforms that leveraged his brand to new heights. Shortly after he sponsored the musician Pugs Atomz and established a friendship and partnership. As a renowned overseas artist, Pugs catapulted the brand from local to international notoriety. When he finally made the move from London to Chicago, the two gentlemen have set their sights on building Iridium from a brand to a lifestyle.