Young label Heresy wants you to think of south London when you look at its pieces.
Self penned as “clean, modern typography with grotesque accents”, the Peckham based offering can link each garment from its new ‘Forming’ collection to the streets that surround it. Hence sportswear, tradesmen and the high street are all referenced in the press release.
It’s with a minimal tone however, that the collection is executed; nothing would look out of place in Soho’s OTHER/shop or paired with a Wood Wood jumper. Moreover without knowledge of the label, several items could be mistaken for band tees: no bad thing.
The work of illustration graduates Dominic Owen and Jasper Dunk, the focus across the collection is prints, a nod to the duo’s artistic inclinations (both have contributed to exhibitions across the world, while previous clients include the big boys like Nike and Google).
Motifs, embraced by classic white tees, black counterparts and grey sweats, are partnered here with subtle branding, while accessories take the form of baseball caps, Watch Cap beanies and drawstring bags.
The look book, above, fully embraces the label’s aesthetic, a stylistically pale affair shot by photographer Dan Wilton.