Ditch The Fitch

Ditch the Fitch

Tweet #DitchTheFitch

A different approach to #fitchthehomeless

Please watch the video before reading the article



 

This video has gone viral in the past week, reaching over 7 million views. The reactions are a mixture of inspired and insulted. I try not to get political when it comes to clothing and refuse to post bad reviews on my blog. In this case I feel very strongly about the message behind this somewhat tainted campaign. The idea is there, the thought process is correct, however the clientele is inappropriate. We are all aware of the point Greg Karber is trying to make, albeit in the wrong way.

This video, unfortunately, implies homeless people are the only one's desperate enough to wear Abercrombie and Fitch. This is unfair and although I agree with what Greg is trying to prove, I don't agree how he is implementing his ideas. To hear the people of Skid Row's reaction to the video read this wonderful article from Rachel Karman.

The A&F boss had no shame in being openly prejudice against his definition of 'ugly' back in 2006. Now he states:

"We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behaviour based on race, gender, body type or other individual characteristics." 

This is supposed to be an apology. Yet there are still no sizes over a large for females on his shelves. Refusing to make XL and XXL for women is more than just distasteful, it is prejudice. Whether he acknowledges it himself or not. It goes against human rights, for the equality of both males and females. Abercrombie produces XL and XXL for males. So why should women be discriminated against, what fashion crime did they commit?

The only crime occurring here is Mike Jeffries blatant disregard for the general public. In the UK a size 16 (US size 12) is the national female average, and the brand is now going to remove any size above a UK 14 (US size 10.) This is the majority of the spending nation that Jeffries wishes to over-look for his ideal clientele. I am not an Abercrombie Model and neither is the majority of the worlds population. 

Abercrombie & Fitch has shocked its customers, investors, retailers, and just about anybody else who is paying attention to their provocative marketing campaigns. Campaigns that include questionably young models showing off the brands latest styles, in ways that many find to be sexually explicit and exploitative. Throughout his 17 years as the leader of the Abercrombie brand, Jeffries has acknowledged the company’s intention to sexualize its marketing, and adamantly denies that there is anything inappropriate about it.

There are much better ways to show your dislike for the aforementioned brand than to force it upon the unsuspecting homeless. I suggest a new campaign, mentioned by many already in the form of #DitchTheFitch. Rather than giving it to the people that A&F don't want to wear it. Don't buy the products. Bin what you already own. Get it known globally what a sham of a human being the C.E.O is in a different way. A way that would actually affect him wear it hurts, his pocket. If everyone in the world stopped buying the brand, we wouldn't have to deal with his negative opinions or be made to feel like a minority. 

Boy-cot the label and ditch the Fitch. 

If you really feel the urge to have something to express your dislike for the company get yourself an anti A&F tee/sticker, brought to my attention today by Scott Dovey
via twitter.

If that hasn't infuriated you enough here are some actual quotes from Mike Jeffries. None of these have been embellished, believe it or not.

“Candidly, we go after the cool kids... A lot of people don’t belong [in our clothes], and they can’t belong,”

"Are we exclusionary? Absolutely."
 
"We go after the attractive all-American kid with a great attitude and a lot of friends. "

“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.”

"[Abercrombie] would rather burn their faulty clothing than donate to charity. Poor people wearing the clothes is bad for our image" - A&F Spokesperson.

I would personally never wear Abercrombie and Fitch, the designs are bland and egotistical with little substance. On a trip to Milan last year my friend and I went into the store and walked straight back out. The models were rude, the store un-inviting and the clothing mediocre at best. There is nothing "aspirational (to quote the C.E.O)" about the brand.

I would like to see some of the good they have done for the fashion world and perhaps my opinion can be changed. Until then I am firmly against this companies beliefs and suggest we all #DitchTheFitch

Tweet #DitchTheFitch

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There is nothing like a Dame

 

Having applied this week for an internship with ELLE magazine, applicants were asked to describe who would be their dream designer to interview. It didn't take me long to choose Dame Vivienne Westwood.

It would be more than a dream, as an aspiring fashion writer, to interview Dame Vivienne Westwood. Everything about her bold prints and trashy colours are inviting to the eye, with explosions of vibrancy in every piece. There is no way you can not fall in love with her work. A British born woman that designs for real individuals, and is as wild as her designs. Sticking two fingers up to conformity, Vivienne’s attitude and views have carved her career.

The Dame seems to be such an extrovert character; I would be very interested to find out more about her entire life and influences that have led her to become the brand she is today. Vivienne is so much more than just a designer, her input is helping to make changes across the globe and shape a future for its people. This is not an occupation to this woman it is a sheer passion. Designs are the way in which Westwood puts forward her opinions and fashion is not just a daily occurrence but a platform.

A UK design heroine, with works even The Queen has acknowledged. This intricate woman would be the biggest feature of any writer’s career, and would complete mine. The Dame is such a vivacious ambassador and creator, with important messages portrayed through her work and a muse to young designers worldwide. I applaud her influence on the UK fashion scene in all of its brave glory.  Be sure to check out her current 'Chaos' collection, there are some important messages through her work, and very interesting choices for broach details.

Lift The Veil

Lift The Veil Clothing

Follow @LTVeilClothing
Tweet #StyleWithSubstance
 

 

Lift the veil are a UK based label with some very intricate pieces. This week I got talking to Anthony, one of the co-founders of LTV, to discuss what's in store for the future of the brand.

 

Lift The Veil Clothing was born from an ambition to combine contemporary urbanwear with unique substance. The brands designs are inspired by some of life's great mysteries, the fractal geometric patterns that are not only found throughout nature, but also allow you to visualise the structure of our universe. LTV is not only a style, but a movement. Offering more intellectually than just hot girls, type and city spaces. (Not that they don't love hot girls.)

 

There are four brains behind Lift The Veil; James, Ant, Dan and Chris. The quartet run the company together and co-founded the business as a team. Dan and James head the design aspect, whilst Ant and Chris run the business. James taught himself graphic design software, and Dan studied graphic design at The University of Southampton.

Although the owners come from a mixture of different career and educational backgrounds, they all shared one belief. That by using their full time employment as start-up capital, they could start a business that epitomises the creativity and ingenuity that still exists in today’s youth.

Coupled with the increasing success of screen printed, graphic design based clothing, the label have noticed an opportunity to combine subject matter they are passionate about, with creative and commercial appeal; an opportunity to stand out as a new and exciting brand. Exciting as they are, the site currently displays a small range of items, but hold your horses because there is more to come. With a summer range on its way, there is no stopping Lift The Veil.

 

LTV have been approached by retailers, and the new range will be featuring in some stand alone stores in the South East. Keeping the independent UK apparel scene alive. The brand are planning to expand the range this summer with different styles of Tees. We also hear that vest tops and snapbacks are in the pipeline.

 

The tees are printed on 100% cotton and boast free UK delivery. Prices range between £35.00 to £50.00, a price worth paying for the sheer detail of the garments. The designs are intense, with a random edge. Anything from astronomy, to an electrical engineer can be found on the same page. Each piece has an in depth description of the thought process behind the design. I pondered the ominous tones of their current line, wandering if we would see some colour for S/S13.

 

"There will be colour in our summer range. We like to keep the washout look on our designs and focus on contrast to give them impact."

 

Lift The Veil would most like to see UK apparel ambassador Tine Tempah wearing their merchandise.

 

"From a style icon perspective we’d love to see Tinie Tempah wearing a LIFT THE VEIL t-shirt. Tinie blends high fashion with an urban edge which is in keeping with our brand values."

 

Like any up and coming brand, the team are very inspired by how far they have come and tell us their best moment working on the apparel range.

"Our highest moment was when our first range was delivered.  We were all so happy with how the product turned out, and it was great to see our hard work portrayed in the quality of the prints.  Also our first sale, and how well we have been received, both by customers and within the industry."

 

These guys are truly into their art and science, have a flick through their twitter pictures to get an idea of their style. The lookbook/blog on the website also makes for an interesting scroll.

 

Overall the brand has so much to offer. If you are looking for more than just type and tie-dye in your wardrobe treat yourself to some #StyleWithSubstance at the store now.

 

The music for today's blog is via A.R.M, a producer LTV support and one of many unsigned and talented UK artists. Lift The Veil are mentioned in the lyrics of their new song Original, with Tree.

 

 

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Long Week

Hey all, I've been MIA all week due to working on a children's apparel range with Uh-O!Childrenswear. It will be selling in the UK soon, cant wait for you to see it. Have had a lot of interviews this week, and goodies in the post, so I will be making up for lost time over the next few days.

Keep your eyes peeled...

Project A Apparel

Project A Apparel

Tweet #TOKYOTRIBES

Follow @Projectaapparel

This week Project A Apparel take our company of the week spot with their #TOKYOTRIBES collection. We joined the Irish based brand to chat about their first drop from the S/S13 line.

The streetwear company began in 2005, when Dualta Jones and his girlfriend/business partner, Francesca Griffin, visited NYC. The lack of UK brands in comparison to New York's selection spurred the couple into to starting their own brand. The name, they believe, is an odd one. In many respects it is named simply because this is their first project, however the name is also the film title of one of Jackie Chan's earlier films.

"We were just blown away with the clothes and atmosphere [In NYC.] On our return I started looking for the brands I had seen in the States, and when I couldn't find them, I decided to start my own."

 

The first release from the collection focuses on the brand's experiences and influences from Japan, taking in imagery from classic anime movies, Bosozuku biker gangs and video games.

They are fuelled by the desire to design and hopefully to be recognised for being good at what they do. I'm most definitely a fan. The influences for their work are the bold colours and clean lines of graffiti mixed with the rough-edged urban feel of street art. Their lifestyles, city and environment help massively in the design of their clothing.

 

There is no way you couldn't fall in love with #TOKYOTRIBES. This collection see's two new guest collaborators, one of them being the world renowned Irish godfather of graffiti, Rask. The second being Dublin artist, Morgan. His Lucky Pussy design is vivid and jumps right off the garments. Whilst the brands first illustrated Oxford shirts are so sharp they have already sold out.

Their first Maneki Neko tee was bought by Axl Rose, when they were touring in Dublin, so PAA's Standards are set high. Dualta would love to see Childish Gambino, Macklemore or Jay-Z rocking the tee's, although the owner is humble in admitting he actually loves it when he see's most people wearing them.

 

Boasting an impressive lookbook of original Japenese themes and some seriously inspired shots, Project A are making a bold statement on the apparel scene. The duo thought shooting their lookbook in Tokyo was one of the best moments for them working on Project A. Getting compliments from the models, videographers, and even people they had never met before.

 

I personally can't wait to get my hands on a piece either. These are real designers, with big idea's and fail-proof designs. What a refreshing and inspiring brand. Take a trip to the far east and get to the store now  - before they are cleaned out.

 

 

 

 
Music for todays blog is courtesy of Daniel Scenery, one of many artists supported by Project A Apparel. Find him on twitter here.

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New Music

We will be featuring music video's from new upcoming UK artists, to compliment every blog as of May 10th 2013. If you are a singer/rapper/beat-boxer/lyricist or any other form of musical talent- we want you to feature. Get in touch.

Bungo Clothing

Bungo Clothing
Follow @BungoClothing

We have a little creative gem here in the form of Bungo Clothing. BC's site launched yesterday so be sure to check them out here. We chatted with co-founder Adam Bodini this week to find out a little more about the brains behind Bungo.

Bungo Clothing is a premium student clothing platform, run by two Nottingham University students, Adam Bodini and James Free. The pairing work closely with other student brands to help build a stronger student fashion market. The name “Bungo” comes from the name of Adam's childhood toy monkey, who’s still going strong to this day.

 

Founded in November of 2012, all of BC's own branded clothing is designed by different students from around the U.K, all with their own unique styles and characteristics that define them. BC also has ties with the Birmingham and Plymouth universities.

 

Through working with Bungo, students are able to promote their artwork and it gives the brand the opportunity to provide highly unique, quality clothing. A very clever idea indeed and a useful exchange of knowledge. Bungo Clothing currently supports four student designers who all earn commission for their work with the brand. One of the site's brands, Pour Les Garcons, is a Nottingham start up.

 

Adam tells me how it all began...

 

"[In the beginning] We started a practice run of clothes to get to know the industry and to ensure we provided high quality clothes. We then took some time to build our new website and new collection, whilst working towards being a student clothing platform, which brings us to now!"

 

Bungo print all of their clothes digitally on high quality American Apparel T-shirts to ensure the highest quality possible. The AmApp tees are my personal favourite on the merchandising market. At the moment BC are just working on t-shirts but definitely have plans to enter into different styles, and are very keen to move in to female tailored clothing. Look out for crop-tops in the future ladies.

 

"We like to have different designers all with their own unique styles. Building ourselves as a stage for UK student brands to perform, whilst loving the opportunity to do so."

The fuel and drive behind Bungo is knowing the potential it has and the responses they receive from friends, customers and even strangers. Their best moment working on the company has been when they get asked where their tee is from, and it is one of their own. A feeling that can send tingles down your spine.

 

"We truly believe we can build an area to elevate student designers, somewhere along the lines of ASOS, helping to promote and boost student enterprises and brands. I would definitely say we are distinct, driven, vibrant, artistic and collaborative."

Bungo has taken the ideas of students around the country and has turned them into a viable product. Creating something tangible and something the designers are proud of. BC run limited stock so be quick and pick up a future fashion statement on the site now.

Bungo is always on the lookout for more student designers, so if you feel you could join the team, get in contact HERE.

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Something for the weekend

Today's something for the weekend is dedicated to Just Classic.

Please ignore the tie-dye tees. As lovely as they are, its not the reason I'm sending you to their site. What I want you to focus on is their vintage section. There are many places on the web that claim to have vintage clothing. Now, in my eyes, just because you have worn something from Criminal Damage once does not then make it a vintage tee. Just Classic actually define vintage for me. Old school, retro clothing from different era's. If you cant remember Ellesse, then you are too young to be reading my blog.

There are Slazenger socks that have been brought up to date, Hawaiian shirts galore and Reebok from back in the day all for under £15. I hope this up and coming site continues to sift through thrift shops and boot sales to bring us even more vintage. Got to love it.

    


Todays Music for the weekend is courtesy of SteffLon-Don. Warning: Explicit Content

Follow @SteffLonDon



Seven Star Apparel

Seven Star Apparel

Follow @S_StarUK

Follow @SStarApparel

I featured Seven Star on the blog a while back in my April Review. At the time it wasn't about their clothing for me, but about what the brand was/is doing - making waves on the UK music scene. After the review I was lucky enough to have Nathan, one of the five faces behind the brand, contact me to have a chat about where the brand is heading in the future.

"There isn't a fancy story behind how the brand name came about, but its a journey in my life that was a hobby and now I want to take it to the next step."

My blog may be solely based on the independent UK apparel scene, but I have so much respect for independent artists and producers as well. SStar blissfully combines all these aspects into their company. In my April Review I mentioned the actual clothing being a small factor in what SStar are doing, however from what I hear it looks like the apparel is going to be catching up with the music.

"We've always wanted to get in to street-wear fashion, we love the mixture between art and clothing "

S-Star originally began as just a clothing brand in 2007. Unfortunately the brand wasn't making the sales, so in 2009 the team decided to change the brand to an online YouTube channel. This channel then went on to hit over 3million views and has enabled the team to re-launch the brand with a new professional look and release its first official collection to the public. 

 

"A friend of mine [DJ Jawzy] was in hoodstars at the time and he knew everyone in the grime scene. We turned to media and filming the artists he knew, which then generated money to then put in to better cameras and fund the snapbacks you see today." 

The collection is quite small, with snapbacks being their niche. The snapbacks are bold and really well made, with the SStar logo emblazoned across the front and back. The brand are most definitely looking to branch out into the clothing sector, with a crewneck jumper set to be the next step. However this will take time and the brand have promised that they wont settle for cheap merchandise, it's about finding the right place to deliver the quality for the brand. No 'Fruit Of The Loom' here.

Seven Star boasts an array of UK artists, all whom are a combination of friends, colleagues, paying customers and sick talent. Faith SFX, one of Plan B's support acts and ridiculously skilled beat boxer, is currently shooting with Sony in Dubai wearing an SStar snapback. The video will be going viral in the middle-east.

 

SStar also have support from big names such as Harvey from So Solid, Tre Mission, Skyler Grey StreetArt, Stylo G, Little Dee and Mz Bratt to name a few. The brand would love to see more artists supporting them and their ultimate hero wearer would be Pharrel Williams, for the obvious reason that he is a very dapper young gent.

The team don't have a next big step in the music scene as such, but they have goals to reach and collaborate with more artists old and new. 

"If you asked me in 2009 do you think you can get 3.5million views on a YouTube channel I'd have to say NO WAY! If you said do you think someone would pay for a hat that represents S-Star Apparel I'd also have to say No Chance! But believing in your work gets you far, I've still got a lot to do but I have a foundation to work from."

I love what these guys are doing and can't wait to see them blossom into an even bigger brand than they are today. For more information and to keep up to date with the label, visit their site here or check out their video's on youtube.

 

 

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District Roots

Forged from the roots of Manchester, District Roots is a unisex urban clothing brand, for those who believe their roots and origins form a key part of their identity. Established in February 2012 by Edd "Northern Rascal,' an avid t-shirt lover and overt Mancunian.

 

District Roots, have released their latest collection for S/S13 following the success of their early releases. They have added to the collection as they draw close to their first anniversary. District Roots started out with the sole intention of creating designs which people in the U.K. can identify with.

Designs that speak to backgrounds, heritage and the love people have for their home cities. This brand has one motto, staying true to your district and your roots. A bold message for the UK apparel scene, especially in a country where British citizens are fast becoming a minority. DR intend to expand this motif to a global scale, so that other people from around the world can gain the same sense of feeling and connection to their designs.

 

"We focus all our efforts on crafting the most unique designs and prints without compromising quality. All of our clothing is manufactured with the highest quality. Our t-shirts for example use 100% combed cotton with the most innovative machinery which provides an elegant fit and feel. This results in our ability to provide unique and luxurious clothing with contemporary designs. As we continue to grow we aim to set fashion trends, by making trend setting clothing and making some waves in the independent apparel space. "

Staying true to their roots their latest shoot was taken in Manchester by Manchester house DJ Koast2Koast.  District Roots show no sign of slowing down, the brand is here to stay. Check out their latest collection here

 

   Follow @DistrictRoots

Bears Don't Roar

Bears Don't Roar 

Follow @BearsDontRoar

This summer is an exciting time for Bears Don't Roar with the launch of their largest range to date going live tonight! We caught up with the head of the brand, Jonny, prior to this evenings launch.

Bears Don't Roar was started under the love of streetwear, fashion and music. The brand name makes no real sense, and isn't perhaps intended to, but the C.E.O suggests the brand is all about clothing and friends.

It all started back in 2012 when Jonny Duck was looking to expand his photography portfolio. He decided to take on the role of designing the clothes for his fashion style shoots himself. Bringing on board his business partner, and social media genie, Ollie Chapman in the process.

"I played around with some designs then people really responded to them so I made and sold them and Bears Don't Roar was born. It all came from the creativity to think up the designs and wanting to get them out of my head and on to paper/screen/t shirts. I'm constantly learning"

Every design that is produced by Bears Don't Roar is limited edition and once sold out does not get re-printed. BDR claim to offer dedication and time, ensuring their fans they will keep the brands same values they had from day one all the way through to the future of the company. They feel they are restoring Britains faith in clothing brands once again.

 

The current collection is fairly small with five designs. BDR feels this shows the attitude that they work with. 

 

"Only the best designs and only the ones we would be happy wearing ourselves get printed. This isn't a mass produced company of mediocre designs. We really try to make iconic designs. If you follow Bears Don't Roar you can be certain we are a family and a brand for life"

 

After tonight's S/S13 drop BDR will be bringing out new items throughout the rest of the summer, such as vests and more tees. However the next main collection will be A/W13, where my happy ears are told that crews and hoodies will 100% be added to their store and some insane hats are on their way.

The brands love of music is shown through the variety of sponsors/endorsees that make up the Bears Don't Roar family. Including Brighton punk rock band Loose Lips, Kingston metal band Eyes Of Mutiny, the Beat Box Hobbit and world famous Dynamite MC. 

 

I asked Jonny who he'd most like to see in one of the brands tees...

"The Queen. Imagine the publicity." You cant argue with that!

Be sure to keep your eyes peeled on the brands facebook and twitter tonight for all press announcements surrounding the new line launch. Looking forward to it :)
 

 

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yasminjd@london.com
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