I’ll declare an interest from the outset. I’ve been chipping in my two-penneth for this brand recently, helping them with one or two things. So while you could say this neutralises any objectivity I may have, I’d argue it also gives me a better understanding than you as to what goes into making it what it is. Not meaning to be confrontational there, mate. But it does. And if you want to argue about it I’ll see you behind the bikesheds at break. No tools.
While some brands benefit from benefactors and others start tiny and eventually, after years of slog become self-funding, Uniformes Generale presents something a bit different. Although they still produce highly limited stuff, their ambition means they won’t be hanging around for people to slowly fall in love with their gear. Having witnessed first hand the mix of people behind the brand, I’ve had a genuinely eye-opening insight into the drive and talent required to just carve out a chance of being a success. There’s a wealth of combined experience, but also an admission that even with years of practice, every day is still a learning day. They never stop though.
In particular Adam Creed seems to be like a human version of the Olympic flame. Constantly on the move and hard to keep pace with, always wanting to go to the next stage and crucially, burning (almost dangerously) bright. He’ll love all this, btw.
You only need to check out #uniformesgenerale on social media to see that pretty much everyone who got onboard with the brand last season is well happy with what they’ve bought. In 2015, brands have to acknowledge things like tone of voice, and visual language. There’s a PR game to be played. But it helps immensely when your actual product is really good. And it’s even better when it’s priced very well indeed.
This season is split into three drops, the second of which is due very soon. Just in time for the clocks going forward (in a couple of weeks). But for now, there’s more than enough to chew on in their Phase 1 selection. Notably, we’re still very much in jackets and layering season. It is March, after all. Yet there are Spring vibes in there too, with surfadelic tees and preppy sweats. Some of it appears to have sold out already. Other brands play on being limited, yet produce more than Uniformes Generale do.
Head to their website to see more, and watch this space for about a million things the brand is doing in the next 20 minutes. They’re quite literally never not working.