Brands with a purpose. By Motunrayo Oyetunji. (2/12/2013)

Have you ever bought an item just because of the name attached to it? Don’t deny it, we all do it; majority of us buy clothes, shoes, accessories even home decor; Just because of the big brand label that comes with it. Do you ever just stop and ask yourself “what is the purpose of this brand I am splashing hundreds of pounds on? What is the message this brand is trying to send? What exactly does this brand stand for?” No? Yeah, neither do I. However, I recently came across young and upcoming British brands that take great pride in its label and the purpose and integrity in which their brands stands for. So I am going to share the top five brands which made a lasting impression on me and truly stand out from the rest.

 

Age of Reason – Age of Reason is a UK accessories label by designer Ali Mapletoft, creating beautiful scarves, hats and cushions. The brand pride it’s self on quality and integrity, creating wearable luxury with a punk and playful twist. Age of Reason creates accessories for people who have come of age in the personal style (Hence the name of the brand) who also love a statement piece and appreciate quality, versatility and longevity. The designer draws inspiration from literature, art and punk culture; applying a quintessential British sense of humour, often including adventurous imagery like bondage clad Russian dolls in her scarf designs. She aims to stand out by using hidden motifs and surprises as her signature. This brand really stood out for me because of the hidden motifs included in her designs and the vivid imagery created by the designer.

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FURY- FURY is a footwear brand which takes sexy to a whole new level. The brand exudes a rock and roll spirit; aiming to blur the lines between art and fashion. FURY Juxtapose opulence and restraint, livening up the look with unexpected defiance using a line of aggressive studs down to its signature origami- swallow which is emblazoned on every outsole. The brand takes pride in its “fierce luxury” design theme combining strong silhouettes and fine materials; drawing inspiration from furious and fearsome worlds such as medieval punishments and Jurassic age. FURY’s designs are gaining a wide range of audience such as Jessie J and the cast of the hit television series Gossip Girl.

Draw In Light – Draw in Light is a clothing brand founded by best friends Harry and Polly. This brand truly stands out as each garment made are individuals and the only one of its kind; catering to those who seek individuality and wish to stand out within a crowd. The designers draw inspiration from seas and starry nights using free hand silk screen techniques to structure these ideas. I find this brand really intriguing because of its unique selling point, making each and every garment an individual makes it really stand out from other brands.

 

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Aries– Aries is a clothing line founded by Sofia PranteraFergus Purcel. The brand aims to exist beyond time and place, creating pieces in which people would want to keep for a very long time as they are very special. Aries has the vibe of an early Isabel Marant with its low-fi cool and laid back nonchalance; deriving its inspirations from the anti consumerist youth movements of the second half of the 20^thcentury and the clash between high end fashion and pop culture trash. I particularly like this brand as its designs are dated back but yet freshly modern also quite different as it challenges the fashion norm, just like a girl in a beautiful dress but with a t-shirt over it.

  PYRUS– PYRUS is a modern and contemporary label founded by London based designers Lorraine and Ash Johnson. The brand strives to create wardrobe favourites for fashion conscious women who aren’t necessarily influenced by transient fashion fads but posses a refined yet eclectic personal style and has an eye for small details and quality. PYRUS takes inspirations from art to be found everywhere, street floral and fresh thinking. I must admit that this brand is my favourite as it caters to my taste as I have an eclectic taste when it comes to fashion, music and art.