Underated London is a premium fashion brand that aims to encapsulate art and fashion into wearable high fashion pieces. The monochrome colour scheme is bought to life with splashes of colour and print, with the mixture of texture and aesthetics giving the brand a premium quality with a classic style.
Interview and photos by: Parveen Devi
How long has the Underated London design team worked together?
The brand was founded six years ago by two designers. Up until April 2014 we still only had a team of two, but there are now five of us designing for the brand.
What inspired the brand’s street style?
The street style is inspired by our personal style as designers. We feel that street style touches a lot of different types of people, and it’s interesting to see the fusion and interpretation of fashion through individuality.
Which designers/brands do you take inspiration from?
Trapstar and Fresh Ego Kid. They are well established and popular streetwear brands that deliver good quality clothing.
Where do you see Underated London in 5 years and what’s next?
We are already shipping worldwide and our collection is available in over 30 stores. It would be great to build on that and have an opportunity to expand and grow on a global scale. Our next aim is to create a British capsule collection for AW/15.
We hope to capture the heritage of Britain, whilst fusing in Japanese influence. This will be seen through raw cuts, workwear and Japanese cotton from the Far East. We will also see an increase in womenswear.
Where did the name Underated London come from?
A lot of brands, especially streetwear brands, are very hard hitting with visuals and theory of the genre. We don’t want to be exclusively tied to a certain type of clothing, we want more fluidity when it comes to designing. We don’t take ourselves seriously either, we enjoy designing and the creativity flows better in a more relaxed environment. In all, our approach is to work under the rader, Underated.
Who would you most like to have wear the brand?
Rihanna, as a person she reps the street style well.
For more information about the brand, or to shop the latest collection, please visit the Underated London website.