Southpole was founded in the 1990s, a time when the streetwear movement was beginning to take shape, inspired by hip-hop culture, skateboarding, and the growing urban fashion scene. At a time when brands like Fubu, Phat Farm, and Sean John were dominating the market, Southpole emerged as a brand that appealed to the masses by offering trendy, affordable clothing with an unmistakable urban style.

The brand's first major success came from its collection of hoodies, shirts, and pants. These items became staples of street fashion, with bold designs and graphic prints that reflected the bold personalities of the hip-hop generation. Southpole quickly became synonymous with urban streetwear, and its clothing was worn by both young men and women, further cementing its place in the pop culture landscape of the time.