The street brand London Underground is launching, offering a fresh reinterpretation of the heritage mood of London from an unexpected perspective.
As evident from its name, London Underground draws inspiration from the world’s first subway, London’s iconic Underground. With a history spanning 160 years, the Underground is not only a space connecting stations but also a symbolic place where the past and present intersect, intertwined with the daily lives and stories of countless Londoners.
London Underground is a street label that encapsulates the symbolism and values of the Underground. Based on the concept of ‘Unexpected Heritage‘, which reinterprets London’s heritage from an unexpected viewpoint, it offers a sensuous and free styling guide that can be worn by anyone regardless of gender or age. Additionally, with a unique color palette and refined details, the brand plans to continuously create a new heritage of its own.
The debut 23FW collection of London Underground draws inspiration from the historic London Tube and the modern people who use it. Themed ‘Life From A Tube: The Passage‘, the collection aims to connect the past and present of Londoners, acting as a conduit for diverse stories and conveying the message of connecting London intimately and flexibly in everyday life. The collection blends a street sensibility with wearable silhouettes, featuring a variety of colors and styles that are timeless. Leather details, vintage fonts, brushing, and washing techniques are employed to emphasize the heritage mood. Notably, the brand’s signature colour, ‘Pale Green,’ inspired by the vintage hues of the Underground’s tiles, ticket booths, columns, and walls, showcases the brand’s distinct and natural yet differentiated identity.
The 23FW collection includes signature items such as loose-fit short-sleeve shirts with prominent brand naming artwork, jacquard knits inspired by the opening of the Underground in 1863, and textured knit cardigans with a touch of hairiness that accentuates their silhouette. In addition to these, classic items like denim, coats, and jackets have been modernly reinterpreted in terms of silhouette and details. The collection also features a range of accessories such as graphic ball caps, beanies, bags, and mufflers to add vitality to styling. Through the campaign and lookbook, one can encounter a sense of style and a diverse colour palette that transcends trends.
Ellen Sankey, Brand Licensing Manager at TfL said: “We are delighted to launch this fashion collection with Handsome. London Underground celebrates its 160th birthday this year and its iconic designs are as much a part of that history as the transport itself.”