ENDZ is an independently run clothing label based in the UK and the company behind the world's first LDN (London) logo. THE LDN BY ENDZ STORY: In 2004, LDN By ENDZ emerged onto the London Hip Hop scene and soon caught the attention of some of the most forward thinking style leaders. Independently run the label sprang from a desire to create an iconic brand for London by using LDN as an abbreviation for the city in a parody of American baseball caps. Since its inception and with support from many people, the LDN logo has fast become a symbol of recognition for London not only here in the UK but all over the world alike. While the urban music scene has long been aware of LDN by ENDZ, the label is quickly gaining a reputation outside of its usual circles with a number of established and emerging artists across different genres wearing the label. Being the initial spark that lit the flame, ENDZ has created a flag for London and one that others can only try and follow. The LDN logo is a registered trademark in the UK, USA and has worldwide intellectual property rights.