the reset
Posted on: 5 May 2009
When coolography first got word of a UK streetwear market setting up shop this past bank holiday weekend, attendance was undeniably compulsory. Held at the Nike 1948 store in London’s hipster haven Shoreditch, the weekend ‘Reset’ was a chance to organize and fight back against the doom and gloom of the recession. Amongst economic downturns we often seen creative upturns, and none more so evident than in this celebration of UK talent and creativity…
On the opening Saturday, following the short burst of typically American hype surrounding the 2nd Air Yeezy drop, the arches of Batemans Row gave way to an entirely British affair, with some of the UK’s newest and truest streetwear brands peddling wares and straight up representing. To the tunes of J Dilla and in a beautifully energizing sunshine, the cream of the London streetwear scene came out in force.
London mainstays the Ugly Kids Club were present, exhibiting their uniquely brash and humourous appropriation of street culture – Rizla themed tees were the order of the day, though their range extended even to Oyster card holders. The neighbouring stall manned by Benjart had the recession and themes of shattered dreams permeating their collection, which admirably diversified to include their own line of branded watches.
Of note were the quirky aesthetics of The Devoted, a relatively new T-shirt brand – though with their latest lookbook modelled by Hideout staff and shot by Neil Bedford, they are definitely a brand to watch. Highlight of the day was without doubt Second Son (née Loki), with their refined vision of streetwear; having started as a solid T-shirt brand of note they have expanded to a more matured cut and sew collection. Their accurately self proclaimed ‘Urban Poacher’ aesthetic was evident throughout their G20 themed lookbook. Their suede elbow patched shirt is particularly likely to find a spot in the coolography wardrobe come its imminent release.
Aside from a pleasant way to spend a sunny afternoon (and another excuse for heads to don an array of neckbreaking footwear), the Reset was a good way to set aside worries about the particularly bleak streetwear situation, of which London is especially hardest hit. Whether this will kickstart the scene beyond the summery bank holiday remains to be seen, but until then the Reset remains a refreshing exhibition of select UK creativity.
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