Aries: Digital Arising

The label introduces ecommerce.

“Aries is a subtle brand,” observes Sofia Prantera of the womenswear label she co-founded with Fergus Purcell, “and it’s great for us to have a window on the world where we can present not only our collections, but also the layers and references that go into the brand.”

As Prantera, formerly of cult 90’s label Silas, suggests, the Aries story is a quiet, self-assured tale. Now two and a half years after Clash first reported on the SS13 collection, the pair today launch their own ecomm platform as part of a web overhaul.

Previously a space occupied by a random collection of images – in many ways summing up the carefree, anti-establishment attitude of the label – the new site boasts Aries mainline collections alongside previously unseen archive pieces, as well as a tab for in-house customising and hand-customised denim.


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