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BRAND TO WATCH: Toogood

Posted in Fashion
by adakallgren on 3 May, 2017

Revolting against the trend diktats of the chain stores and the strict timelines of the fashion calendar has become a legit brand raison d’etre. Amongst those refusing to conform, Toogood stands out with their rather twisted way of rebelling against fashion’s uniformity, by making uniforms that shout individuality. With traditional workwear as the point of reference, Toogood’s designs are “fashioned by the industry, not the fashion industry”—a call to claim back the “honest clothing” of working people which has been stolen and turned into a trend by corporate retailers.

With an obvious penchant for the unique, the Toogood sisters work with architects, product designers and painters—and materials like stainless steel, cling film and canvas, alongside repurposed and British-sourced fabrics—in the making of their sculptural but practical pieces. Sewn inside the artisan-made uniforms are elements of next-level transparency, with documents accrediting the designers, makers and distributers behind the piece, and space for the owner’s name to be added to it.

In contrast to the style templates on the high street, Toogood’s designs are all about personal preference, and how they are to fit and be worn is up to the owner. In an industry playing on insecurity, brands boosting consumers’ sartorial confidence is just what we need.

 

Brand to watch is our regular dispatch of standout upcoming labels merging ethics with aesthetics.


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