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This year Alaska and Jeremy are going to be spending the holidays… in space. Join international siren of stage and screen, Alaska, and her psychic sidekick Handsome Jeremy, as they take a musical journey through space and time. What perils await them beyond the galaxy we call home? Will they meet certain danger, or will […]

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London’s “Long Clothing” T’s

Submitted by on Thursday, 25 November 2010No Comment

For the first time in decades, popular culture is again at ground zero. The free-falling economic collapse of the western world has exposed the inevitable shortcomings of the consumerist ideal. As a result, society reacts with increasing vigour and violence against notions of decadence and frivolity, forcing many to explore alternative means of escapism to transcend the everyday. Currently a fascination with ‘otherness‘ permeates, and a generation too rational for god, but optimistic enough to have ‘faith’ begins its first steps towards shaping new and esoteric belief systems.

This is the cultural backdrop against which the latest collection from Long Clothing is set. While the brands core values and aesthetic remains as distinct as ever, the mood of the collection represents an evolution towards a newer, darker terrain. Sculpting new shapes from the rubble of the past, traditional emblems of religious and spiritual iconography are re-imagined and given new context; core to the design ethos is the notion that in stripping these shapes of their original meaning, their universal visual power only becomes all the more apparent.

The collection also marks the introduction of a new Long Clothing staple, their first fully oversized T-Shirt. A natural progression for the brand, the range will be launched with a unique print that further develops the themes of the core collection, with others to follow.  As their willingness to develop and play with their established format indicates, this new collection positions Long Clothing as a brand firmly committed to evolving in tandem with the times they inhabit. In an era defined by new beginnings    and future possibilities, their voice  should be considered a vital one.

longclothing.com

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