Online shopping has changed the game. The web is swamped with small, independent clothing lines, most of which are unrecognisable from the next. What many of these online brands fail to embrace is the simplicity that can make a newly formed line unique from all of its counterparts, which is where Able Clothing shows real promise.
Able knows its audience, it knows its own style and it certainly knows that Internet shoppers are looking for a bargain. With an average price of around £12, their line of T-shirts are perfect for casual, every day wear that isn’t replicated on everybody else’s back.
Specialising in acid wash tee’s, each of which is hand dyed, the brand is evidently in its early days, but still shows real potential in its market. With loose cuts and array of colours, the collection fits seamlessly into any casual wardrobe – weather mixed with simple stone washed denim, light outwear or even more aggressive leather pieces.
With street wear becoming a huge staple in fashion on the high street, independent brands and even on the catwalk (think Versace), there seems to be limits, for the foreseeable future at least, for small labels such as this to evolve into solid established names.
On the flip side, however, the collection is still very limited. With only a handful of options, there is not much variation in the line, which somewhat hinders the brand in comparison to its competitors.
Hopefully with time the designers will expand the line, and develop into other areas (casual jackets would be the obvious direction). But as it stands, Able looks as if has a strong foundation on which to construct a reputable clothing band.