Born Ready Icon collection
Words by Bossman75
This week I received some details about a fairly new brand to me, Born Ready, complete with images from their Icon collection look book for SS15. I was not a complete stranger to the brand, having recently seen the Basement x Born Ready limited edition t-shirt in the build up to Crepe City 2015 designed by our friend Rebel Yüth. He’s lent his skilled hand once more, to what I consider the most interesting piece in the collection, with the character on the back of the ‘Often Licked’ t-shirt.
‘We decided to take iconic logos and use them to tell the story of Born Ready in various ways. From the playfulness of the Baskin Robins themed t-shirt inspired old americana graphics to the twist of the famous Chanel logo, recognising our admiration for great designs. The collection builds on the hugely successful South London graphic we released last year, which makes a return in the white t-shirt and highly anticipated sweaters.’
It’s becoming increasingly difficult to view a brand’s look book without some degree of cynicism, like what can you possibly show me that I haven’t seen a hundred times already this season alone? The key to a look book worth casting an eye over is the right balance of product representation and brand ethos in an original way, whilst not going completely off the reservation unnecessarily. Born Ready have done just that having shot the Icon collection look book around Soho and China Town, successfully capturing the youth and playfulness of the designs and brands that they reference. You can see and shop the full look book via their site HERE.