28 June 2016 10:00:00
Uniformes Generale. Yes, sir
Talking about the quiet, but triumphal return of the main 90's rebel
The calm before the storm or the darkest night before the dawn – words describe this story perfectly. A biggest rebel Adam Creed being a founder of a legendary capsule brand Dupe, about which dream about every football fan, after 20 years of consulting mass market’s designers is back in the game. Brandshop is speaking of a quiet but triumphant comeback of the genius – Uniformes Generale.
Being a schoolboy from Micklefield Adam Creed had future plans. Englishman was kicked out from the college in the age of 17 because of his academic achievement and took a decision to make the best clothing in the world. And of course it should have been a high-quality which was lack of on the market that time. That’s why he decided to use only good materials and other details. For instance, he found Swiss zips (7 pound for each) for outwear which were used in climber clothing production. Or he made a classic Harrington jacket of gore-tex with the Italian latches. Searching for the fabrics he needed Adam travelled across England and concluded contracts with small weaving mills. He put his business on track and not being a draftsman or a tailor understood the whole process because it was important to him to make not simple clothes but something more that could cheer up its owner. That’s how a legendary brand for English football fans Ultras Dupe, for Acid Casuals, Manchester England appeared.
The unappreciated genius
Fashion gurus and style-conscious men admit that Creed’s creation was out of time. It was crazy design with exceeding all expectations quality. Unfortunately, that generation didn’t understand a brand philosophy and only Japanese did. Brand had been selling its products there exclusively for 7 years until 2003 and that it just went bankrupt.
Hold on to your roots
Many people from the same industry thought that Adam hung his talent on a coat hook in a closet and forgot about it. And it’s fair - he headed a design department of British H&M’s rival – Next. He spent 4 years from 2010 to 2014 working there. Fed up with making plain t-shirts for mass market Creed decided to do what he does best – his own clothes. High quality fabrics, punctually selected accessories from different parts of the world, precise work with paper patterns turning from casual silhouettes into pieces of art - that’s all mirrored Adam’s British snobbery and fussiness.
Yes, it’s not Dupe. No rebel, no fear of pound crash on Black Wednesday, no diffidence in the future with clenching fists. No radical experiment but more: bold decisions. Time moves on but the same Adam who even can’t afford Mille Miglia by CP Company saying “Price stopped me then and stops me now. Too expensive. It’s out of my budget.” Creed we knew 20 years ago.Best fabrics. Amazing design. It will never die. You can give it to your son without shame when he steps up to Old Trafford. True classic.
Uniformes GeneraleMen's jacket Bueller Shell Mint/Brown
Uniformes GeneraleMen's jacket Coach Navy
Uniformes GeneraleMen's bomber jacket Super Marine Navy
Uniformes GeneraleMen's sweatshirt Belushi Crew Sweat Indigo
Uniformes GeneraleMen's shirt Stahl Oxford Ecru/Green
Uniformes GeneraleMen's T-shirt Alive And Well Tee Vintage White