Emerging U.K. Label Always Do What You Should Do Has Your New Skate T-Shirts Sorted
Available exclusively with Dover Street Market.
The U.K. is bursting with independent creatives who are creating high-quality clothing designs that are frankly, products of the environments that they’re from. And while there are brands such as London-based Corteiz who are releasing garments that slide into the underground brilliance of London and its grime music-built foundations, the world of skateboarding across Britain is also a major outlet Britain’s creative scene. Manchester’s Drama Call is one example of a skate-inspired brand that market its garments through reimagined skateboard video games and pop-ups outside iconic board shops throughout the 0161. However, another brand using its skateboarding influence to create highly-demanded styles is London-based Always Do What You Should Do.
Founded by Nick Mason, Always Do What You Should Do has evolved from an idea that was founded in Mason’s hometown of New Zealand, taking inspiration from skate and surf brands such as Rip Curl, Billabong, and Quicksilver to create post-Y2K garments to create easy-going streetwear styles for skate and surf enthusiasts throughout the U.K.’s capital and beyond. And while the brand’s marketing tactics come fairly similar to other labels — with off-the-cuff garment drops with not much notice — the label is regularly supplying durable skatewear that includes relaxed-fit tracksuits, oversized silk shirts, graphic T-shirts, and accessories that are designed for life on the coast.
With this being said, always do what you do has just presented three new T-shirt designs that are now available exclusively with London-based retailer, Dover Street Market. The first design comes with a black base, with bold branding coated across the front in a bright pink hue. For the second release, ADWYSD presents a white tee with the label’s customary brand motif in blue. Finally, a black tee with a reimagined Always Do What You Do logo has been printed onto another black T-shirt with yellow detailing.
You can take a closer look at the new T-shirts from Always Do What You Should Do above and they are available now on the official Dover Street Market website.
In other news, emerging U.K. brand A1 Denim is taking over Patta’s London store this weekend.
