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September 15, 2025

Complex.com Is More Than Just a Culture Site—It Is the Culture
Complex isn’t trying to be cool. It made cool. From hip-hop legends to sneaker drops, from viral memes to the streetwear grind, Complex.com has been the backbone of internet culture for over two decades—and it's still defining the pulse.

The Real Story Behind Complex

You know when you’re scrolling online and a sneaker unboxing, Kendrick Lamar interview, and spicy wings challenge all pop up? There’s a 90% chance that Complex had a hand in it.

Started in 2002 by Marc Ecko (yeah, the guy behind the Ecko Unltd. clothing line), Complex launched with a very specific mission: speak directly to the intersection of hip-hop, fashion, and youth culture. Back then, it was a print mag with a twist—literally. It had a flipbook format where one side covered music, the other style. Bold, experimental, and niche.

Fast-forward to 2025, Complex is now a global digital media brand. But here’s the kicker—it’s still got that streetwise DNA, just scaled to an audience of millions.

Why Complex Hits Different

Plenty of sites talk about culture. Complex moves it. It's not just covering what’s hot. It’s shaping the narrative—sometimes starting it entirely.

It’s Got the Voice of the Streets

Not watered-down, not polished for mass appeal. Complex speaks like someone who lives it. Whether it's reporting on Travis Scott’s next Nike collab or breaking down the latest beef between rap artists, the tone is tuned to the streets, not the boardroom.

It Captures the Entire Ecosystem

Complex isn’t a one-trick pony. It covers:

  • Music – Mostly hip-hop and R&B, but not afraid to branch into reggaeton, afrobeats, and even punk.

  • Sneakers – This isn’t fluff. They’ve built Sneaker Shopping, where artists casually drop $10K in 10 minutes.

  • Style & Streetwear – From Supreme’s latest to underground Thai brands. No hype missed.

  • Pop & Internet Culture – Memes, TikToks, viral interviews. The kind of content that gets sent in group chats.

  • Sports – But through the cultural lens, like how Allen Iverson changed basketball and fashion.

That kind of range doesn’t happen by accident. It comes from editors and creators who live online and in real life.

Complex Originals: Where Content Turns into Culture

If you’ve ever seen a celebrity crying over hot wings, thank Complex.

  • Hot Ones (born under Complex’s First We Feast brand) isn’t just viral—it’s legendary. Not just because of the wings, but because people like Billie Eilish or Kevin Hart end up giving more real answers while sweating than they would in a month of press tours.

  • Sneaker Shopping with Joe La Puma? That’s appointment viewing for sneakerheads. Artists like J. Cole, Neymar, and even Barack Obama’s stylist have dropped knowledge—and cash—on that show.

  • ComplexCon? Think fashion week, music fest, and fan convention mashed together. It’s where people camp out just to get a $250 hoodie that drops for 10 minutes.

The secret? These aren’t just shows. They’re rituals. Viewers know what they’re getting, and they keep coming back because Complex respects the culture it profits from.

The Business Game: Not Just Selling Ads

Complex isn’t just making content. It’s built a revenue engine that touches every piece of the modern creator economy.

  • ComplexShop: Think curated streetwear with the kind of exclusives you only see on fashion subreddits.

  • Branded content deals: They’ve worked with Adidas, Netflix, Beats by Dre, and more, blending content with commerce without killing authenticity.

  • Licensing: Those YouTube clips don’t just go viral—they earn. Complex monetizes its video IP across multiple platforms.

  • Events: ComplexCon is a moneymaker, drawing sponsors like Puma, Hennessy, and Levi’s.

And then there’s the data. Complex knows what Gen Z and young millennials are clicking, buying, watching, and skipping. That data feeds back into its editorial and sales playbook, letting it stay agile while legacy publishers stumble.

Not Everything’s Perfect—But That’s the Point

Complex has been hit with layoffs (especially after BuzzFeed bought it for $300 million in 2021), faced criticism for blurring the lines between editorial and ads, and occasionally leaned too hard into clickbait.

But part of what keeps Complex relevant is its imperfection. It doesn’t pretend to be some holier-than-thou outlet. It lives in the chaos of digital culture. That’s the cost of staying close to the fire.

Cultural Reach You Can’t Fake

Here’s what really seals Complex’s status: It dictates what the culture talks about. Not always directly, but by surfacing the right conversations, the right artists, the right energy.

A sneaker collab doesn’t fully hit until it’s been on Complex. An up-and-coming rapper doesn’t feel legit until they’ve done an interview. A hot take doesn’t land until it’s been debated in a Complex comments section.

And when something viral happens—like the resurgence of the “Confused Nick Young” meme? You can bet Complex is already covering the meta layer behind it.

What Comes Next?

Complex is doubling down on short-form video, e-commerce, and global expansion. It’s testing new voices, local editions like Complex UK, and even stepping into Web3 collectibles.

Expect to see:

  • More TikTok-native content

  • Higher-budget mini-docs and docuseries

  • Sneaker drops integrated with AR/VR experiences

  • Deeper crossovers between sports, music, and gaming

And yes, more hot sauce and hypebeast heaven.

FAQ

What exactly does Complex.com do?

Complex is a digital media brand that creates content around music, fashion, sneakers, internet culture, and sports. It runs original shows, e-commerce, events, and cultural coverage through its site and social platforms.

Who owns Complex?

As of now, Complex Networks is owned by BuzzFeed Inc., but recent financial shifts may lead to spin-offs or sales of certain verticals.

What is ComplexCon?

ComplexCon is a live event that merges music, fashion, art, and exclusive product drops. Think Coachella meets Hypefest meets Comic-Con.

Is Complex only for hip-hop fans?

No, but hip-hop is the heartbeat. Complex also covers broader pop culture, fashion, sports, and online trends that shape youth identity.

Is Complex still relevant in 2025?

Absolutely. While some competitors faded or pivoted hard, Complex maintained its grip by constantly adapting without selling out its core identity.

Final Thought

Complex.com isn't just a content brand. It's the canvas where culture gets painted in real time. It’s loud. It’s messy. It’s hype and heart, algorithm and artistry. And somehow, even 20 years in, it’s still ahead of the curve.