The love for British clothing brands has no doubt been hyped by ‘Britishness being Vogue’ for summer 2012 – just say the words London Collections: Men’s, Jubilee and Olympics and you’ll find culprits of this uprising trend. With no complaint from the team here at FashionBeans, this has sparked attention to the British street wear label Seymour Greene, which is rightly making it’s move on the menswear scene with a collection of slick streetwear staples with an understated twist.
Blending this season’s varsity and sport trends, the spring/summer 2012 Seymour Greene collection has an urban yet vintage old school vibe. Established in Richmond, London, Seymour Greene is a new kid on the block within the industry; the label recently joining the ASOS marketplace after launching itself as an online boutique last Summer.
Trying to break ground within the streetwear market, Seymour Greene offers a fresh approach. Fusing unique prints and keeping a close eye on the latest fashion trends, this is an upscale streetwear brand. Their site features models donning versatile pieces with a raw edge. Using the slogan ‘Classically Engineered Apparel’ the collection features a rich palette of bold colours and retro styles. These pieces embody a classic ‘street’ style, with a selection of snapbacks, 100% organic certified cotton sweatshirts, hoodies and t-shirts available.
“The type of people we see wearing our clothing are likely to be very fashion conscious, but also have a taste for classic charms of the 70s and 80s. Our style is not only inspired and influenced by the vibrance and diversity of the city, but also by the various cultures, countries, and eras native to the city.”
The accompanying SS12 lookbook is shot by San Francisco based photographer Mista Riggs and features candid scenes of models on London’s streets as well as the team behind the label. Try styling the pieces in an ironic geek chic way, or channel the underlying nineties influence we are seeing this season with a pair of hi-tops and light wash jeans.