DRESSING TO IMPRESS
20 years ago London was all about individuality, style and fashion. You could go to Soho or Covent Garden and buy unique clothes which were only available there. Celebrities from all over the world used to come and buy T-shirts, Suits, Jackets, Hats, Shoes and so on.
Today we are facing the corporate face of London. Which is not as unique and certainly not individual. Big brands and their stores have effectively killed the very unique London Street Style, which made The Capital of Fashion & Style. Big discount stores like Matalan, Primark etc have not helped much either.
“Fashion is made to become unfashionable.” — Coco Chanel.
Savage London was one of those companies who invented & created Fashion in T-shirts and Hoodies in London. That time Soho was all about vibe, music and London style. It was special because over 70% of the shops were independent fashion shops and restaurants. Fashion was in the air!
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street; fashion has to do with ideas, the way we live, what is happening.” — Coco Chanel.
In 2000 K. Savage came up with the idea of Peckham as a T-shirt design. This idea worked and as we say nowadays, it went “viral”. Then it was Brixton, Norf London, Souwf London, Soho etc. It was original, new, and fresh and nobody did it except for Savage London.
The clothing we wear is the most powerful and obvious form of personal expression. What we wear tells everybody what sort of individual we are and how we view ourselves. This idea was always behind all Savage’s designs starting with Hackney and finishing with the Karl Marx “I Told you So” which was another signature design idea.
The idea of wearing T-shirt with some print is to tell people who you are and what you think. Freedom of speech and freedom of fashion design — this is the key ideas of K Savage in creating his designs.
Because of the monoclonal feel of our high streets we have ended up with lots of companies who are in the business of “selling someone else’s designs”. The designer is now marginalised due to manipulated market forces.
“Lack of originality, everywhere, all over the world, from time immemorial, has always been considered the foremost quality and the recommendation of the active, efficient and practical man… “ -Fyodor Dostoevsky.
Most of big corporate companies manufacture their clothes from Factories using cheap as well as child labour. They do this through a “smart” chain of local ownerships, in unregulated territories. The consumer is then happy enough they are getting their products for next to nothing. Their jackets, jeans, T-shirts, sweatshirts, jumpers, shoes and so on without once asking how is that possible to buy a triple pack of T-shirts for £5.00? The same consumer then sits up and sends text donations to help the same children in the same territories whilst watching some celebrity pour ice on their heads. It helps us all feel much better about ourselves. Savage London has a strong political and ethical opinion about this which reflects in their products and designs. Only high quality T-shirts, Hoodies and sweatshirts (manufactured without child or slave labour) as standard & not negotiable. K Savage designs the whole range of strong political designs, most of them reflecting a strong political view.
“Clothes mean nothing until someone lives in them” — Marc Jacobs.
Project your personality, interests, culture when you are wearing printed clothes This is the only way to be yourself and be different! Express yourself and bring the individual back to the front row.