Joey Betesh is bringing his family’s streetwear legacy to the slopes. The son of Elliot Betesh, who co-founded the iconic New York City streetwear chain Dr. Jay’s, has officially launched Double Black, a lifestyle apparel brand merging urban edge with alpine performance aesthetics.
The timing marks a full-circle moment for the Betesh family. Dr. Jay’s, founded in the South Bronx in 1975, helped define urban fashion during hip-hop’s formative years, eventually growing to 16 locations across New York before winding down operations in 2021. Elliot Betesh also played an instrumental role in creating Akademiks, another influential streetwear brand.
Now Joey Betesh is carving his own path. The idea for Double Black emerged three years ago when he noticed many of his friends embracing skiing but found the available apparel lacking in some way. “There didn’t seem to be anything with an Americana essence and fashion flair,” Betesh told Women’s Wear Daily last August.
The market, he discovered, offered either uninspired technical mountain wear or expensive European luxury brands. And if you didn’t know, Double Black takes its name from the black diamond trail markings that signify expert-level terrain on ski mountains…but Betesh says the brand’s “Experts Only” tagline extends beyond skiing. It’s about pushing limits and overcoming challenges, whether on the slopes or in daily life.
The collection includes genderless pieces designed for versatility—from après-ski to city streets. Signature items include the Experts Only Shirt ($68), built for all-day stretch and comfort, and the Classic Hoodie ($170), which Betesh describes as embodying “the essence of the culture” rather than strict performance gear. Tech Pants ($160) incorporate nylon and spandex for mobility while maintaining street-ready style.
The brand’s newest offering, the Après ’83 Collection, draws inspiration from 1980s tennis club aesthetics. “It’s what you’d wear if there were a tennis club on a mountain,” Betesh explained. The line features retro stripe details and includes pieces like the Striped Track Jacket ($275), Waffle Knit Polo ($165), and Retro Shorts ($105).
Double Black operates exclusively direct-to-consumer through DoubleBlackSport.com, with products ranging from $40 accessories to the premium Experts Only Hoodie at $250. Though the brand has released small batches over the past three years, the current launch represents its official debut with an expanded, more sophisticated e-commerce presence.
Betesh recently opened a temporary pop-up shop on Manhattan’s Upper East Side and has hinted at future collaborations and product launches, though he’s taking a measured approach to growth. “Consumers find you when you do something well, and buzz develops organically,” he said.
For Betesh, who grew up working in Dr. Jay’s stores—sweeping floors, organizing merchandise, and learning the retail business from the ground up—Double Black represents both a continuation of his family’s streetwear heritage and a departure into new territory. The brand targets what he calls “adrenaline junkies living the couture lifestyle,” blending technical fabrics with minimalist design for customers who move between mountain and metropolis with equal ease.
We’ve been testing the brand and the style is turning heads while keeping us ultra-comfy and moving fluidly from street to trail.
