Brands to Know in March 2017

Keeping you on top of important pillars of the fashion scene, from hypes to unsung heroes

brands you should knowSupreme

The intense, somewhat psychotic obsession fashion addicts have with this street wear brand is both fascinating and mind-boggling. The logo is a simple red rectangle with white sans serif font spelling out the name with a capital S. Outside Supreme’s London location, hundreds of men stood in line for almost 24 hours, some of them having flown in just to buy the Spring/Summer 2016 collection. The limited supply might have been enough for half the dedicated sidewalk squatters. Some of those who managed to snatch up the precious pieces, immediately run to the next laptop to sell their treasures online at three times the price. A sweatshirt from Supreme’s summer collection could sell for as much as €3,000. The reason behind it is simple: hype and limitation. Celebrities sporting hoodies with the now-famous Logo are one of the main reasons the brand skyrocketed to the top of the streetwear food chain. What started out in 1994 with inspired designs and cuts that catered to the older skater community has turned into a global phenomenon, in which people buy whatever sports the red and white brand name.

Louis Vuitton x Supreme trunk now for only €68,000!

brands you should knowUniqlo

Back in 1984, when the brand was founded as Unique Clothing Warehouse, no one would have thought that it would become Japan’s largest clothing company with over 30,000 employees selling simple designs at a low price. Without trying to be trendy, the brand delivers high-quality clothing basics. Founder Tadashi Yanai views Uniqlo as a technology firm – not a fashion company. The prices are kept low by mass production and there have been reports of alleged abuse of workers, but the brand is striving to recover from the negative image with positive initiatives like their green production methods, becoming more energy efficient and providing 11 million items of clothing to refugees. Now that the fashion industry is becoming more and more transparent, it is up to each individual to decide what they want to support. I for one am a fan of the T-shirts.

brands you should knowLila

Talk about limited editions: Austrian women’s wear designer Lila’s collection is updated with new items every two weeks. The designer Lisi Lang fused her name to create her brand in 2006 and since then she has been a fixture in the local fashion community. Her playful and comfortably chic garments are made with Fair trade fabrics and a delicate eye for detail. The bi-weekly additions to her shop are either brand new designs or variations on  current ones, in a different fabric or material. The urge to keep designing means she has to sell her clothes almost exclusively in her own shop because, in her own words: “There are just too many pieces and colors to sell online.” The upcoming collection is full of vibrant colors, wide short pants, and ribbons, with the other half in hues of nude and caramel for long coats and oversized blouses.

7., Kirchengasse 7
Mon-Fri 12:00-18:00
Sat 11:00-17:00

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Ali Rabbani
Creative director and stylist for film and print. He studied fashion in Vienna and has worked all over the world in styling, set and food design, as well as art direction for advertising and fashion shoots, videos and shows. See his work @iamrabbani

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