Itchy Scratchy Patchy is the new DIY-prone brand from British it-girls Edie Campbell and Christabel MacGreevy.
On our minds is Itchy Scratchy Patchy, the new DIY-prone brand from British it-girls Edie Campbell and Christabel MacGreevy. Bored of the clean lines that have defined fashion of late, the two friends decided to join forces over their mutual love for clothes that look like ‘they have lived a bit’, and reposition DIY through a patch label presented in a fashion context. Merging nostalgic sentiments over customisation with iron-on ease, the brand’s imaginative designs reference all things ranging from stereotypical British characters (like bold men with beer bellies) to traditional 18th century textbook florals. With fans including Kate Moss and Courtney Love, the brand has recently secured stockists like Dover Street Market, where collaborative hand-patched jeans and t-shirts with Levi’s and Sunspel can be found. Read an interview with the model-artist duo founders here.
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