There’s no shortage of streetwear labels at the moment in London. London’s streetwear culture has exploded, rivalling streetwear giants from the fashion hubs of New York, Paris and Milan, but B-side’s distinctly East London styling somewhere between the kerb and boutique sets them apart. With the release of their newest collection, Walé Adeyemi’s designs incorporates the graffiti stylings he’s known for with Neon accents and techwear inspiration. So we here at the Freshers festival are bringing you our favourite pieces with some extra style pairings to inspire a full fit pic, without having to talk to the Student Loans Company for an early instalment.
The MOTION windbreaker incorporates those Techwear cues we mentioned earlier. While that normally means: a function focused; all black; modern day ninja prepared for dystopia. The windbreaker adds its own minimal London fashion flair with its neon armbands for a pop of colour. Its sleek minimalism is timeless, so head here and buy nice not twice.
Style pairing: Yeezy 700 Mauve or Inertia
We’ve cheated a little because this is two options, but hear us out first. The chunky silhouette of Kanye’s yeezy 700 works well in contrast to the MOTION windbreaker’s clean lines, but picking a colourway to cop is always hard. The Yeezy 700 Mauve has neon hits in the same colour palette. However, the Yeezy Inertia has neon but will stand out more with its muted tones on the rest of the shoe. Either way it’s the perfect chunky dad trainer to complement your techwear inspired ‘grams.
WOMENS RAINBOW PRINT HOODIE
Here’s a grail of the collection. The Rainbow Print hoodie’s minimalism makes it an easy item to match with a lot of outfits, but the letterman style is something we can all wear with PRIDE.
Top tip for an easy way to make the rainbow accents stand out even more and be festival garms ready. A clear trucker jacket means you can always be repping and ready for English weather. Plus clear clothing is about as fashionista as it gets, and this one from Levi’s won’t leave you pot noodle bound for a semester.
An extra one for our Bsideldn ladies now, the MILY cropper is also for the function obsessed techwear types, but it brings our favourite design cue of the whole collection. The back has the word ‘community’ defined in its bold neon accents. Which is an ethos we think everyone can get behind (and its high fashion look helps). Find it here.
Style pairing: Straight leg denim
The MILY has tonnes of fresh street style flair with its asymmetry, neon, and ethos. It’s definitely a statement piece. So if you matched it with a lot of neon on the lower half, you’d potentially look rather 80s. (Yes we know the 80s is always a look.) Yet simple straight leg denim will keep your statement piece exactly that. The statement piece.
OG GRAFF MEDIUM WEIGHT GREEN T-SHIRT
A graphic Tee is a stable of everyone’s wardrobe and the OG GRAFF Tee should be a staple. The graffiti letters spelling out ‘Be who you want’ brings UK streetwear and Bside’s Ethos to the fore with messages we all can love. Instant cop.
Again hear us out, the OG GRAFF T-shirt has a solid boxy fit that streetwear has come to love in recent years with the rise of oversized & vintage pieces. So the cargo pant has moved away from a rejected item of handyman or dad clothing. It’s wide leg fit and utilitarian cues have made it hypebeast worthy, with both PALACE and Supreme releasing cargo pants in recent drops.
Those are our top 5 pieces from B-side’s newest collection, but with a brand of 20 years they definitely have more pieces worth checking out here and to help your money go further use the code the code FreshersFestival15 at check out for 15% off!
Do you think we missed out an important piece? Or our pairing’s ill advised? (Cargo pants are the future). Tell us and B-side on Twitter or Instagram.
After 13 years of running the Freshers Festival across the UK, we have listened to thousands of 16-25 year olds give their opinion on what they expect to see from brands at live events. Most Universities and Colleges run fresher’s fairs with free pizza and plenty of pens but is it enough? Here are 3 quick tips on how to make your stand more engaging for students, from students.
1. Make Your Message Relevant
Hundreds of companies large and local exhibit at welcome weeks across the country however not everyone understands the audience they are speaking to. It isn’t enough just to assume that a student is going to stop by your stand because you are a well-known brand. Even if you are a national name, you have to think what it is you can do to get students to look up from their smartphones and engage with you.
Think about what you can say out loud that will stop a student in their tracks and encourage them to spend time talking to you. Of course, this message should be on brand but think about why they would be interested in what you are offering.
“There are so many companies at these events that it is hard to visit all the stands. Most of the time, unless their brand or stand is out there, I will probably walk past. Especially if it is a company I think that I already know.”
Now that you have managed to get the student to stop and talk to you, why not engage them with an activity? From the Domino’s spinwheel to the Deliveroo static bikes we have seen a lot of amazing experiences for students to interact with, so it is important to think outside the box and go big.
There are some things that you will always see at welcome weeks and freshers’ fairs like pens, pizza, totes and tumblers so MIX IT UP. Make your activity or giveaway relevant to your company and what you do. For example, if you are a tech company why not hand out portable chargers or phone stands with your branding on?
“I’m not going to lie, most of the time if I attend events with loads of freebies, most of them end up in the bin when I get back. If it isn’t useful or cool, I stick it in a drawer and throw it away when cleaning my room out at the end of the year.”
There is a very large chance that students will be on their phones whilst walking around the event so why not take advantage of it? Encourage them to take a picture of your stand or to join a selfie competition and share it on their social media sites with a specific hashtag.
Make sure your stand is #ready. If you are a cosmetics brand, why not have live festival make up sessions complete with a photobooth? Or, if you are a drinks brand, why not turn your stand into a beach bar or VIP area?
Amazon is a great place to source last minute props on a budget, they are cheaper than party shops and have a huge selection of items.
“The best thing about meeting brands at events is seeing all the exciting things they have on offer. Taking part in online competitions is easy and I love growing my follower base by using event hashtags and seeing who else is taking part.”
London’s streetwear culture has exploded in recent years, with highly popular brands like Palace Skateboards, Lazy Oaf and Goodhood rivalling streetwear giants from the fashion hubs of New York, Paris and Milan. There’s no shortage of streetwear labels at the moment in London, so here’s a mix of some of London’s established, up and coming and exciting new streetwear brands.
Forty Clothing is a new & upcoming brand that has recently taken London by storm. They have an entire streetwear section on their website including tees, sweats, and hoodies. They describe their style as a coming together of ideas, combined with an obsession of telling stories through the creation of images. Their logo was drawn by the owner’s 3 year-old son, and epitomises the cheeky & creative spark that helps make their brand unique.
For Mass Consumption is a fairly new kid on the streetwear block. Inspired by London’s skateboard scene, FMC’s collections include oversized tees, cozy sweaters, colourful hoodies and muted jackets, all paired with classic 90s and early 2000s streetwear must haves like bum bags, bucket hats and dad caps. The brand also uses African fabrics that are transformed into trousers, bags and hats which creates an altogether unique skater look. FMC doesn’t shy away from a bit of humour either, like the LEGO inspired ‘LOGO’ collection. The clothes are pretty affordable too.
British streetwear brand Dream But Do Not Sleep defines itself by one mantra, ‘strictly positive vibes’. This is captured in the label’s love of cheery embroidered slogans and bold graphics which are inspired by founder Max Birtles’ appreciation of 80s LA and Miami fashion. DBDNS still represents UK streetwear fashion though as it also draws much of its playful style from the UK raver scenes and established UK streetwear brands like Lazy Oaf.
In 2018, YouTube personality turned streetwear enthusiast Magnus Ronning launched Ronning, a streetwear brand dedicated to minimalist Scandinavian fashion. Its very first collection dropped in April 2018, featuring a selection of staple jumpers, comfy sweatshirts, bold pocket T-shirts, straight fitting beige trousers and stone bermuda shorts among other pieces. What makes the label stand out is its emphasis on using its own unique cuts rather than designing from blanks, meaning an overall higher quality of fabrics. Since Ronning dropped its first collection earlier this year, the brand has already sold out its pre-orders. Impressive.
Lifestyle clothing brand Alma de Ace originates from the Latin meaning ‘soul of unity’. The brand unifies various fabrics from Portugal and Madrid to bring a pop of colour to each piece, ‘regardless of season’. Alma de Ace’s signature look is their two-tone colours, inspired by founder Sebastian Agace’s year abroad in Madrid where he introduced a popular exclusive edition of his line. After the success of his capsule collection in Madrid, he flew back to the UK where he set up shop in London’s fashion hub of Shoreditch. Alma de Ace continues to draw its inspiration from London’s ever changing fashion scene and prides itself on sourcing good quality, highly stitched fabrics straight from Portugal. SHOP ALMA DE ACE
Formerly known as BLITZ London, ATIKA London is a popular location for Shoreditch shoppers who love vintage garb. If you’ve ever stepped inside ATIKA, you may be familiar with its retro pieces, edgy apparel, high end brands and sportswear labels ranging anywhere from the late 70’s to the early 2000’s. The shop’s rebranding in April 2018 came just in time for the start of the store’s expansion and the increasing popularity of its own brand, REMIX by ATIKA which features reworked vintage pieces that you can find in TOPSHOP Oxford Circus. SHOP ATIKA LONDON
Athleisure meets streetwear label NICCE are known for combining functionality with style. Established in 2013 by founder & creative director Mitchel Galvin-Farnol, the brand emerged as a way to meet the demand for clean, no-fuss contemporary streetwear, which was inspired by Mitchel’s time abroad in Ibiza. Taking his Balearic influence back to London and fusing it with the city’s diverse culture, NICCE has created something unique and appealing to many streetwear lovers.
Drawing from his experience in landscaping and woodworking, founder Joe Lauder wanted to create a brand that epitomised the functionality, simplicity and sustainability of traditional workwear. Thus the lifestyle brand Satta was born. Satta, meaning ‘existence and being’ in Sanskrit, reflects connectedness with nature as a lifestyle. By committing itself to small-scale production, sustainability and locally sourced materials, Satta fulfils its ethos of living a simple life. Their designs favour utility, comfort and earth toned fabrics and take some inspiration from skateboarding cultures of the late 60s, so you can expect to buy locally sourced, handcrafted skate decks at their shop if you fancy.
Over the last seventeen years, Lazy Oaf has become a strong presence in London’s streetwear scene and beyond. Founder Gemma Shiel created the label back in 2001 when she was fresh out of university and began selling her hand printed tees at Spitalfields Market in Shoreditch. Since then, Lazy Oaf has grown into a well known brand, with its own flagship store in Soho and over 250 stockists worldwide. Plus, it was done with no outside investment. Lazy Oaf describes its brand ethos as not taking itself too seriously and ‘keeping it weird’ at all times, so you can expect unusual cuts, eccentric patterns and designs with comedic graphics anywhere from their hats to their shoes.
Thames London is the culmination of founder Blondey McCoy’s endless artistic inspirations. From galleries, to the books he’s read and his travelling experiences, Thames is more an expression of Blondey’s art than a label. Blondey dates the birth of Thames London back to his skateboarding days in South Bank at age 14, where he met the crew of streetwear brand Palace who later went on to collaborate with him. Thames has exploded in popularity since then, having collaborated with big names like Fred Perry, Stephen Webster and Damien Hirst. The ‘art meets skateboard culture’ aesthetic of Thames is evident in its imaginative sketches and graphics that are transformed into prints all over polos, ringer tees, shorts and trousers. The label is doesn’t shy away from bright colours either, with lots of pale pinks, cool blues and vibrant oranges on bombers and cozy sweats. SHOP THAMES LONDON
B-Side By Walé
You can call B-Side By Walé a veteran in the streetwear game. Having been around since 1995, the independent brand from East London has long built its reputation as one of the London’s most established streetwear labels. B-Side was founded by Walé Adeyemi, a fashion designer and former creative director of New Era whose impressive list of clients include Beyonce, Rihanna, Ellie Goulding, Alicia Keys, Usher and Missy Elliott to name a few. B-Side’s clothes feature pieces with a strong aesthetic of splashy colours, graffiti lettering, classic headwear and stylish accessories for both men and women.
Launched in 2016 by self-taught designer Stefan Williams, VI BLACK (pronounced “6 Black”) is an urban streetwear brand which aims to make its clothes accessible to all with its affordable price tag. BLVCK takes its inspiration from Stefan’s appreciation for hip hop culture as a kid and streetwear brands like 10 Deep, Supreme, Blvck Scvle and Crookes & Castle, which culminates in the brand’s laid back style.
Shopfloorwhore was originally launched as a bespoke headwear brand by Siobhan Hogan in 2012. Since then, the label has ventured into designing women’s wear including accessories, t-shirts, coats, jackets and more. Reminiscent of the late 80’s and early 90s club kid era, Shopfloorwhore doesn’t shy away from adventurous designs, loud colours, frills, furs, sequins and anything that may turn some heads while walking down the streets of London.