A NEW BRAND Is Paying Homage to Classic American Iconography

The London label’s debut collection.

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Fashion
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A NEW BRAND is a label doing things a little differently. True to its name, the London-based outfit was only founded earlier this year, as a canvas to celebrate and pay homage to the west coast of America.

Through a yearning to infiltrate the senses of those with an amalgam of halcyonic memories, ANB — as its abbreviated — now launches its first drop, which arrives as a respectful nod to the apparel and clothing worn across the location’s various cities, as well as a twist on classic American iconography.

Looking at things from an alternate perspective, words like “ARMY” and “COACH” that were traditionally found on garments now become “ARTY” and “COUCH” respectively across T-Shirts and sweats, while beach body-inspired “Woodland” and “Desert” camos are used on jackets, vacation shirts and gilets.

Designed in London and produced in Portugal, all jerseys are pigment-dyed, with the positional prints baked before everything to result in a stonewashed, thrift store look.

A NEW BRAND’s first drop is available to buy now via its online webstore.

In other news, Stüssy’s latest SS21 collection features new summer-inspired colorways and prints.

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