Hello Hypebeast forums,
Soft City Clothing is a new clothing brand launched in late 2012 by London based designer Archie Proudfoot. Founded with a focus on bold and engaging design coming together in a high quality product for a discerning eye.
With our first collection, the three t-shirts "BE", "UP" and "ON", we hope to make our inaugural customers the owners of a unique bespoke product. Inspired by the trend for strong prints in men's fashion and the classic typography of traditional signwriters each shirt is assembled by hand over a multi-stage process. They are first screenprinted before their corresponding fabric letters are appliqued in place, and then finally a professional machinist applies a top-stitch around the edge of the fabric letters to give a crisp finish. Take a look at our blog post for more detail on the process. Get yourself one of the very limited first run, we hope you enjoy wearing it as much as we have enjoyed producing each one.We look forward to bringing you more designs over the coming months and (hopefully!) years.