Connecticut Brand Time A Tell Debuted at ComplexCon
New Haven designer Joshua McCown showcased his streetwear label at the major Los Angeles industry event.
Updated on Oct. 14, 2026 in Fashion
Live Poll
Do you make a conscious effort to support small, local business owners in your area?
New Haven-based streetwear label Time A Tell recently debuted at ComplexCon in Los Angeles, marking a milestone for the Connecticut brand. The two-day event, which draws over 70,000 annual attendees, provided a national platform for founder Joshua McCown.
Why it matters
The exhibition highlights the rising influence of independent local labels in the national streetwear market. It also signals a significant achievement for a brand that maintains strong community roots through local partnerships.
Time A Tell currently processes over 500 online orders per week. The brand owner, 23-year-old Joshua McCown, reports working 18-hour daily shifts to manage operations for his label.
The players
Joshua McCown
He is the 23-year-old founder of the New Haven-based streetwear brand Time A Tell and a 2025 recipient of the Freddy Fixer Business Award.
Cough Syrup
This is a streetwear brand that has secured a design collaboration with Time A Tell.
The details
Joshua McCown opened his retail shop on Dixwell Avenue in 2021 and has since secured a collaboration with the streetwear brand Cough Syrup. In addition to his business operations, McCown utilizes marketing tactics like providing apparel to rap artists at concerts.
Timeline
Joshua McCown opened his shop in 2021.
Time A Tell Day was held at a high school in April 2026.
Joshua McCown exhibited at ComplexCon in October 2026.
A fall clothing drop is scheduled for Halloween 2026.
Culture Shift
The rise of independent regional streetwear brands at ComplexCon marks a departure from traditional fashion industry gatekeeping. By scaling operations to a national stage, small labels are increasingly leveraging grassroots popularity to compete with established global houses.
Residents in New Haven can continue to access the brand through its Dixwell Avenue storefront. The label also maintains a community presence by providing clothing as rewards for academic performance at Elm City College Prep Middle School.
The takeaway
The successful debut of Time A Tell at a major convention illustrates how independent designers can leverage local roots to build a scalable, national brand. Aspiring entrepreneurs can look to this business model of combining consistent community engagement with strategic high-profile appearances.
What happens next
Time A Tell is scheduled to release a new collection of clothing for Halloween 2026.
Further reading
For more news on local designers and trends, visit our Fashion section.
Source note: This article includes information reported by New Haven Indy.
Live Poll
Do you make a conscious effort to support small, local business owners in your area?
