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 aims to encapsulate 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 colour palette and refined details, the brand plans to continuously create a new heritage of its own.
The debut 23FW collection is themed ‘Life From A Tube: The Passage’ and takes inspiration from the historic London tube and the modern people who use it.
The brand’s signature Pale Green colour is inspired by the vintage hues of the Underground’s tiles, ticket booths, columns and walls.
Signature items include 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. Classic items such and denim, coats and jackets have been reinterpreted in terms of silhouette and details.
The collection also includes a range of accessories such as graphic ball caps, beanies, bags and mufflers.
“We are delighted to launch this fashion collection with Handsome,” commented Ellen Sankey, brand licensing manager at TfL. “London Underground celebrates its 160th birthday this year and its iconic designs are as much a part of that history as the transport itself.”