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We like to keep things fresh with regards to our portfolio, and so with the new year has come some amazing new brands. We have a few more still to come, which I will continue to introduce throughout the season but today I’m going to talk about Blood Brother. This is the first season we’re stocking it and we’re all really excited from what we’ve seen so far. The brand create these powerful statement pieces which follow the growing trend for luxury sportswear. It’s a trend which has been picked up by everyone and then adapted in different ways, some have gone down the classic route with polos and sweatshirts, whereas other designers are mixing it in with their tailoring. So even if you typically avoid wearing sports related clothing, it isn’t a trend that looks like you should jump on the track and start doing 20 laps, the luxe side of it keeps the sporting to a minimum.
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So how are Blood Brother channeling the trend? They’re using the classic sweatshirts, bomber jackets and simple t-shirts as their canvases, then mixing in leather panelling and striking modern graphics making it less sporty and more luxury. The brand was founded by Nicholas Biela and James Waller back in 2011, originally just a t-shirt shirt brand the label then expanded beyond to create a whole collection. Nick and James met when attending London College of Fashion who upon graduating and starting life in the working world, deciding that there was a huge gap in the market for good t-shirt brands in Britain began a venture to create Blood Brother. Unlike most cities in the world London has this incredible creative energy that draws in all types, Blood Brother often works with the London creatives to inspire their designs and collaborate with them.
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The guys felt that brands within the industry lacked 3 things; integrity, roots and ambition. These are the pillars they’ve built Blood Brother around, building up a brand which was picked up by the elites within the men’s fashion world (JA included). The products are contemporary and show off the new progressive styles we’re seeing from the young British designers. There’s a slight street style running through the collections, probably taken from their home in East London, it sits somewhere between catwalk and everyday wear.
For those who don’t usually do street style or sportswear – Blood Brother is not what you expect and is an exciting brand which embodies the East London creative lifestyle.
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