INTRODUCING 'GENERATION O'

Generation O is a contemporary take on the brands roots, developing on the ethos of a generation of rule breakers, misfits and revolutionaries that defy stereo types and push boundaries. The Generation O collection is underpinned by themes of survival and rebellion, characterised through statement graphics, photographic patches and graffitied messages. Silhouettes have been reworked but largely remain in the brands signature oversized look with denim also being aptly distressed and repaired. The colour palette is dark and utilitarian to echo the dystopian concept behind the collection. 

Recently moving main production back to the UK and denim production to Europe, Generation O is the first collection to come from our newly appointed manufactures and doesn't disappoint. Also recently appointed is our Head of Design, Imtayaz Qassim, he had this to say about the highly anticipated AW17 collection:

"With new manufactures and production, Generation-O combines newly sourced fabrics and reworked patterns, Nick and myself have worked closely to ensure the quality and detail remains exceptionally high from initial concept to physical garment. The concept behind Generation-O is relevant now more than ever and we hope to have created a collection that looks, fits and feels great but equally evokes thoughts and emotions."

Generation O is the opening chapter of a series of compelling collections yet to come. The collections are some of the most conceptual to date and will introduce several exciting new silhouettes and styles.