PR / Product placement / Marketing / Creative / Events / Styling / Brand Building
October 2017: Professional footballer Devanté Cole will this month launch his new London-based fashion house, 4 4 L D N.
The Fleetwood Town striker, son of Manchester United legend Andy Cole, cites clothing brands Off-White and Pyrex Vision along with modern style icons Lewis Hamilton and ASAP Rocky as inspirations behind his new streetwear venture, which is set to drop its first collection in 2017.
Speaking ahead of 4 4 L D N’s launch, Devanté said:
“I started at Man City from the age of 9, and since then football has dominated my life. But I’ve always been inspired by fashion, and these last two or three years are when I’ve started to take it more seriously.
“I’ve always kept a little notebook which I use to draw and write down my ideas off the field, and eventually the likes of Jerry Lorenzo and Virgil Abloh inspired me to contemplate my own brand. I might not have a fashion degree or design background, but I love thinking about fabrics and how the clothes come together.”
“This season with Fleetwood has gone really well so far as we push for promotion. On the pitch I’m constantly looking to push myself to move on to the next level. And with 4 4 L D N I’ll be striving to do the same.”
With new collections set to drop every fortnight following 4 4 L D N’s launch, Cole intends to keep the studio fresh and on top of ever-changing trends, ensuring his brand – and his audience – is always looking forward.
Along with his style inspirations, Cole says that his parents have given him the motivation and encouragement required to launch his own streetwear brand:
“My mum and dad have always said that I liked fashion and that I should try it. I think my old man is really in to it. My samples keep going missing and I keep seeing him in them, so he must be! he’s pleased all those sketches and doodles have finally come to something.”
Born in London and raised in Manchester, Cole says the 4 4 L D N brand is designed to reflect the two cities close to his heart:
“I’ve spent a lot of time between London and Manchester. London is where I was born, and it’s the coolest place in the world right now, it’s had a huge influence on the brand. Manchester has a rich history in textiles, and as I don’t have a lot of time outside of football the 4 4 L D N warehouse will be here close to me.
For design ideas, we looked at the skylines of both cities and included ideas around music, clubbing, new media – particularly text speak – and of course fashion. Factory Records and the design of Peter Saville was a huge inspiration.
The diagonal repeating lines and the factory rooftops are where we took the reference for the chopped off 44’s for the main logo. And of course 44 is my shirt number. It was my first squad number as a professional and will forever be my lucky number.”
4 4 L D N’s first collection has been designed to fit and layer with one another and includes over-sized hooded sweats tailored at the hip, curved hem T-shirts, slim fit sweat pants and 4 4 L D N-branded caps.
“The oversized hood in pirate black with luxury Italian-made Lampo zip in oxidised black is now my go-to piece. It looks great with denim or the slim fit sweat pants, which are the black jogger I’ve always been searching for.
The print tees were hard to get right, but they are designed to be typographical, to stand out. When you layer them you see the abstract of that typographical design, this is intentional.
Peter Saville was a huge inspiration for the 44, along with some of my favourite architectural landmarks such as the Barbican. When you walk around that place, the view changes constantly, each one totally unique and yet every bit is considered and planned, something which has been a big influence in my first collection.”
One item set to be a hit in the first collection is the distressed low profile cap with the words “Pretty Famous” stitched across the front. But while getting endorsements from high profile sports stars, personalities and Cole’s fellow footballers is one likely route to success for 4 4 L D N, Devanté is adamant that his brand is one for everyone to wear:
“I’ve always said I want to hit all stations and bus stops, I want everyone to feel like they can wear it. It’s why we have made the price as affordable as it can be, while maintaining a strong brand with great design and the best materials and modern cuts.”
The Bonneterie d’Armor was founded in 1938 by Swiss-German
businessman and engineer Walter Hubacher. He started with creating a production of high quality underwear and Breton striped shirts under the brand “Armor Lux”.
Today Bonneterie d’Armor includes three production facilities in France, 550 employees and more than 76 years of experience in high quality wear.
Bata Heritage release AW17 Footwear collec on in their 3 key styles, Bullet, Tennis and Hot Shots.
Bata Heritage’s Bullet Shoes, famously worn by basketballer Magic Johnson, o er a range of rich autumnal colours such a burgundy, khaki, dark blues, mustard, orange, greys and black. Also available in leather as well as the classic canvas and rubber combina on.
The AW17 classic Tennis style trainer, originally from India is also available in a range of colours for winter as well as Bata’s Hot Shot’s, a favourite of Rock legend Kurt Cobain, in khaki, navy and blue with contras ng logos.
Available online, at Hip Store and Collette.
Since 1984, Bermudes finds its inspiration in the world of sailing and yachting. The brand has the ambition to deal with high performance, comfort, and style. The collection mixes technical clothes, where the performance of Bermudes expresses itself, and sportswear clothes for everyday life!
Best Company – the must-have brand in your wardrobe in the 80s. You may still have one now, in perfect condition. It would be no surprise as Best Company was well known for its premium Italian manufacturing, with incredible, superior clothing that will last a lifetime! The brand was best known for their reconsidered classic sportswear items, creating an American iconography with an Italian design. Their sweatshirt was the most popular, as Olmes Carretti – the designer of Best Company – would agree. He found endless opportunities and potential in the garment. His creativity is still to this day admired by many as we reminisce over the significant sweatshirts.
Olmes Carretti has an original style and worked alongside Mr Saltini, one of the By American suppliers – another of Carretti’s brands. This is when Best Company was developed and born. It grew to be a huge success but unfortunately Carretti decided to leave Best Company in 1991. Mr Saltini was forced to sell the company and the production process was moved outside of Italy. However now Carretti is back on board and the brand has begun its relaunch, which we know is going to be just as successful as it was in the 80s!
As we continue to work with ethical brands, we are very excited to start working Best Company and launching it into the UK. It’s pine tree logo speaks for itself. Even in 1981-1992, where being ethical was not as recognised as it would be today and was a rarity, Best Company regularly involved itself in ‘green’ events and supported ecological causes. This perfectly complemented Carretti’s inspiration that derived from nature, along with travelling, cultures and sensations.
The Paninaro style lives on and was displayed at Pitti Uomo in Florence this year, making a logical link between past, present and future. The iconic sweatshirts were featured as part of the S/S18 and A/W18 collection. We have no doubt that Best Company’s comeback will be a huge success and we can’t wait for it to enter the UK again. With Olmes Carretti remaining the designer, the high standard will also remain and continue to impress many.
Chevignon, the real choice.
Fresh isn’t just a state of mind – it’s a lifestyle. We didn’t create Crep Protect to be a part of the culture – we are the culture. We live this culture. Every sneakerhead knows the feeling of getting looked up and down, and it all starts with the kicks. Your feet say a thousand words so you don’t have to, so you want to be clean from head to toe.
There’s nothing worse than stains on a pair of box fresh shoes, and that’s why we created Crep Protect. Ask any sneakerhead and they’ll tell you; you can touch, stain, or wipe any piece of clothing you want, but the shoes are off limits. Tiptoe all you want though, accidents happen. So what are you going to do, put your shoes on ice and turn your collection into a museum? Never that. Keep your collection fresh with Crep Protect. Most materials are safe from liquids of all kinds. Suede, nubuck, or canvas; all protected by an invisible layer of protection of our own creation. Crep Protect provides a breathable barrier that protects your shoes from liquids without altering the look one bit.
Crep Protect is all about pushing the culture forward, so catch us at the hottest festivals, conventions, release days, store openings and lifestyle events. A lot of people talk about the future, but CP isn’t about waiting for the future; it’s about making the future happen today.
Nano technology may sound like something for nerds in lab coats and goggles, but that’s not how we think here at Crep Protect. The concept is as simple as the execution – when you spray Crep Protect on your shoes, you’re left with an invisible, clear protective barrier on your shoes that causes any spilled liquids to bead up instead of soaking in. Crep Protect can repel most liquids, and a quick wipe with a damp cloth is enough to clean your shoes after a spill. One treatment can last up to two weeks so one easy application of the spray and a few moments to dry is all you need.
The concept is a simple but effective, and that’s why our buzz is worldwide. Our army of supporters is growing stronger by the day. Just check the timeline of your favourite DJ, rapper, artist, or sneakerhead; we’re sure you’ll see our logo somewhere in the cut. We have supporters in the top tiers of every corner of the culture, so why not get down with the Crep Protect revolution and see for yourself.
The Ed Hardy brand has won international acclaim for their collections of much sought after Ed Hardy Tees, along with their assortment of eye catching Ed Hardy hoodies which you can find in the wardrobes of many of well-known celebrities, from Madonna to Snoop Dogg. The Ed Hardy brand has increased in popularity year on year, both in the states and UK, continuing to go from strength to strength.
Ellesse was founded by Leonardo Servadio in Perugia in 1959. The name Ellesse derives from the initials of Servadio’s name, “L.S.”
Ellesse grew in popularity during the 1970s as a producer of skiwear such as quilted jackets and ski pants. In 1979, Ellesse’s Jet Pant, a ski pant featuring padded knees and a wide lower leg to fit around a ski boot, was included in an event at the Pompidou Centre in Paris celebrating Italian design.
Another sport with which Ellesse has been closely associated since its early years is tennis. The Ellesse logo references the form of a tennis ball with the shape of the tips of a pair of skis.
Through the 1970s and 1980s, Ellesse gained a reputation for combining sportswear functionality with street-level fashion styling. It was one of the first sportswear brands to feature their logo prominently on the outside of its garments. The UK casuals/dressers adopted the brand in the ’80s as premium sportswear took off across British terrace culture known today as ’80s casuals a talked about comeback style back available in 2017 in Ellesse Heritage stores.
Iconic Italian Sporting Apparel Since 1959
A man with huge charisma, confidence and good Old Italian charm, Leonardo Servadio’s love of mountain sports in the Dolomites, northern Italy,
a deep-rooted pride of Perugia and a passion for outdoor clothing and fashion in general turned a vision into a sportswear phenomenon.
Servadio’s vision lives on through Ellesse Italia – a premium collection of simply styled, tailored Italian sportswear. Never over worked,
Ellesse Italia is the perfect blend of style, flair, form and function.
Over 50 years of sporting passion is delivered in a range of iconic style classics, reworked by incorporating modern fabrication and technology
to adapt to the needs of the modern urban dweller on or off the piste.
Founded in 1999 by Giuseppe Albarelli and Andrea Pensiero, F&M has a strong vintage connection linked to the world of American colleges.
Today, F & M offers a wide range of items including t-shirts, polo shirts, sweatshirts, wool, bermuda and more, combining the colors and lines of casual sportswear.
Haddon PR will be handling all press aspects of Franklin & Marshall Menswear.
Gola has grown from humble beginnings to become an internationally recognised brand. Today, we have customers across the globe and are famous for our selection of trainers, plimsolls and bags.
However, our brand has very humble beginnings and was born in 1905 in a small factory in central England. Soon, our shoe designs soared in popularity and we began expanding our range to suit changing trends and our customers’ demands.
Despite two World Wars and countless commercial competition, we continued to build on our knowledge and experience and before we knew it, Gola was the number one sportswear brand of the 1960s and ‘70s, and the go-to range for passionate fans and professional sportspeople.
We’re very proud of our roots and journey to the top. Some of our personal Gola highlights have to be the international craze that followed the launch of the Harrier in the late 1960s and the iconic Gola bag in the early 1970s. Throughout the 1970s, Gola was also seen on the pitches of major football clubs. Even to this day, we proudly combine British heritage with contemporary designs by merging original Gola styles with the latest trends.
It’s fair to say that Gola has stood the test of time and made its mark on the fashion world and we’re happy to say that we’ve never lost that mindset of creating high-quality footwear and accessories for anyone who loves style and sport.
British and nationally recognised brand ‘Hype’ have fostered an enviable worldwide reputation for punchy and playful, bold and bona fide printwork: producing cogent, irresistible and significantly eloquent garments that can’t help but get noticed.
King Apparel – London’s Finest
Established in East London, King Apparel has cultivated a reputation over 12 years to become one of the leading proponents of directional British street fashion.
Independently owned and run, the brand has grown through an unwavering work ethic, quality British cut and sew design, considered exclusivity and a quiet authority that embodies the integrity, strength and character of the culture and island that we proudly represent.
Out of love to art, tattoo and clothing, Le Fix was founded by Benny Kusk, Rasmus Jacobsen and Jesper Holm in Copenhagen in 1999. At its core was a group of artists and designers who created a space with creative freedom for its members to unfold their individual and mutual potential.
Le Fix has gained a unique position as a highly esteemed lifestyle brand with strong roots in Copenhagen and an in-depth international appeal. Never just for pro t but always for the love of the game, Le Fix is a unique constellation of vital knowledge in a wide array of experience.
Located in the heart of Nørrebro, Copenhagen, the brand has expanded internationally while keeping an ear to the streets and a heart in the city. Le Fix owns and operates two stores in Copenhagen carrying the Le Fix collections plus a number of the most interesting lifestyle brands in the world. In addition to clothing, Le Fix is also operating two tattoo parlors, an art gallery and a wood workshop.
e many people who make up Le Fix work in separate groups on various projects and draw on each other’s experience. e mutual understanding of art, clothing and commerce elevates the common knowledge to form a synthesis of artful expressions that creates a viable business with a keen eye for detail and origin.
Kevin Rasmussen / KR@LE-FIX.COM / Tel : +45 22 13 18 93
Stuart Graham / Stuart@northern-fells.com / Tel: +44 751 891 327
Kasper Sills / KS@LE-FIX.COM / Tel : +45 26 66 52 62
Kronprinsensgade 9B (Back House)
1114 Copenhagen K / Denmark
A brand, created from experience, for people who enjoy the classics in life but also appreciate a point of difference to the crowd.
The MT mission statement is to develop each season, as it comes, and produce a collection of footwear that features the key style trends but through a slightly different interpretation. With the focus on new construction methods and innovative materials, defining each design as modern take on classic footwear silhouettes.
Like the people we hope will want to wear them, the aim is never to be pigeonholed into one category. We aim to offer you footwear with a slight twist in their souls…
Established in 2003, Money exploded onto the fashion scene with a unique range of menswear, completely fresh in its approach. Adopting the artisan mentality of classic mens tailoring married with the urgency and free thinking of British lifestyle humour and swagger.
Quickly rising trough the ranks by word of mouth, humour and strong trend driven collections, Money became the choice of the fashion — concious youth and seasoned casuals alike.
This year Money celebrate 14th year as a brand and continue to adopt the same ethos as always — ‘Continue to Create’
NOVESTA made it’s humble beginnings in Slovakia’s historic Bata Industrial Park in 1939 specializing in crude rubber and cotton canvas. It quickly became the main supplier to top European designers and shoemakers for over half a century. In 1992, NOVESTA, the brand, was formed. It continues to supply top brands with their crude rubber, but it is now renown as one of the top shoe companies in the world. NOVESTA only uses natural materials in their production and always finishes with a touch of European sensibility.
Iconic surf brand, Ocean Pacific (Op) are back this summer with a capsule collection for women featuring some of the brands original designs, boasting celebrity fans such as Jennifer Lopez, Jenna Dewan and Alessandra Ambrosio, exclusively for Urban Outfitters!
The collection consists of an array of shorts in fabrics such as corduroy and jersey, t-shirts, vests, crew neck jumpers and windbreakers as well as board shorts.
Designed in partnership with Op’s founder Jim Jenks to create modern pieces that evoke a
sense of nostalgia, Ocean Pacific’s famous screen-printed surf prints, bright, block summer colours, and cult-classic corduroy shorts, all of which dominated the California surf scene of the 1970s and ‘80s, are among the refashioned designs in this collaboration and will be sure to see you stand out this season.
“Ocean Pacific has been a staple in surf culture and the California lifestyle for more than four decades, and this is the perfect time to bring our past iconic pieces to a consumer who is looking to find heritage brands that authentically support her lifestyle”
Available now from https://www.urbanoutfitters.com/en-gb/brands/op. Prices range from £26 – £90.
For samples please contact firstname.lastname@example.org.
Okuh Studios is a contemporary street wear label born in the Melbourne neighbourhood of Fitzroy, Australia. Inspired by a spectrum of sun bleached colours and modern shapes, while taking design cues from the ’90s rave and techno scenes blended with Japanese pop culture.
Saucony Originals are authentic running shoes that have been brought back to celebrate our past. From the Jazz O to the Grid 9000, they have all played a significant role in Saucony’s authentic running history. Found in sneaker boutiques around the world, Saucony Os have genuine heritage and a loyal following across the globe.
In celebration of our rich history and 120th anniversary, Saucony Originals presents the Vintage Collection within our Classic line. Utilizing the original features on some of our most iconic silhouettes, we can turn back time to a bygone era.
The Vintage Collection is highlighted with an authentic mesh toebox, unlined tongue, bespoke sock liner, weathered upper and off-white midsole. The final nods to history include vintage logo branding on the tongue and heel tab, and the original shoebox design from 1983.
This collection will add the perfect amount of athletic sensibilities to your stride.
Available now from ASOS, Size plus End, Hanon & FootPatrol.
Society Sport is the brainchild of a group of illusive like minded creatives originally hailing from New York, but now all residing in the east end of London.
Inspired by vintage 90’s
sportswear and the hardships of street culture, mixed with
influences from Londons thriving Garage and Grime scene. Society sport is the amalgamation of old and new creating a completely fresh forward thinking aesthetic.
The name itself was forged from an Eclectic clash of Sporting history and the youth culture driven society we live in today, thus Society Sport was created and proceeds to drive a subculture encapsulated by a story of race, class and urban life.
Available now at
The premium line of the world famous sports heritage brand Starter. Since 1971 the Starter brand has been worn by the most influential athletes, coaches & stars of music and film and has become known as THE authentic sportswear brand. The Starter logo carefully embroidered onto every garment & accessory has become a stamp of authenticity for the product and its wearer. Reinstating this unrivalled heritage Starter Black label continues to pioneer the fusion of sports apparel and accessories with fashion, streetwear and popular culture.
Offering a huge collection of headwear and sports fashion clothing for men and kids, find the latest snapbacks, caps, beanies, bucket hats and trucker caps aswell as T-shirts, sweatshirts, hoodies, jog pants & jackets. Starter also offers co-licensed headwear and clothing with the likes of Parental Advisory, Looney Tunes, Space Jam, Batman Arkham series & MTV. Starter offers a huge selection of only the best of the best.
Look For The Star.
Sunshine Soul is a womenswear fashion brand based in the city of Cardiff. The in house design team reimagine this seasons on trend shapes to create pieces inspired by forward thinking, fashion conscious young women who want a high quality wardrobe with an affordable price tag.
The SS18 collection features effortlessly stylish dresses, blouses, jumpsuits and playsuits perfect for the Sunshine Soul girl to style up for work, chilling on the beach, for weekend brunch to dancing all night.
By the dawn of the ’80s, the term Zoo York had come to firmly symbolize NYC’s underground sect of artists, b-boys, skateboarders, punks, and their various creative off-shoots. The Zoo York revolution was in full effect as graf writers bombed trains, DJ’s mastered the wheels of steel, and skateboarders staked their claim to now legendary spots like Astor, Washington Square, and the Brooklyn Banks.
In 1993, OG skateboarders Rodney Smith, Eli Gessner and Adam Schatz teamed up to found the East Coast’s first true skateboarding-inspired lifestyle brand – Zoo York. The trio siphoned creative inspiration from NYC’s rapidly evolving skateboarding, hip-hop, and graffiti scenes to produce a variety of culturally relevant products that were dark and gritty like New York City. What started off as a simple line of decks and T-shirts steadily grew into a full-blown streetwear collection marked by military surplus, urban-athletic styling that was designed to withstand the city’s rugged terrain.
Today, Zoo York is a highly evolved, globally recognized brand with unbreakable East Coast attitude and dialect. As it has since day one, Zoo’s product line continues to be heavily influenced by skateboarding, graffiti, hip-hop, punk, and everything in between. The Manhattan-based brand proudly serves up a wide range of casual, utilitarian looks for men and women that fuse authentic military-influenced overtones with iconic Zoo York City imagery. Additionally, the company continues to be backed strongly by the Zoo Crew, which includes original NYC graffiti artists, designers, musicians, BMX riders, and some of the biggest names in the skateboard community.