Creation Spring/Summer Release

Words by Bossman75

“Creation is definitely a concept, although I’m not certain we know what that concept is.” – Emmet Keane

Creation is a clothing label run by Emmet Keane and Paul Sid. Sid previously ran the cutting edge label Retreat and Emmet co-owned the influential label Answer, alongside Mo’ Wax and Honest Jons label designer Will Bankhead (Park Walk, TTT). I was a big fan of Retreat having first noticed the brand through their New Yauch City tee a few years back. I wore Retreat t-shirts for most of last summer and was upset at hearing the brand wouldn’t be producing a new collection. My only knowledge of Answer were the (personally coveted) A Bathing Ape collaboration t-shirts featuring artwork by Vaughn Bode. I wasn’t actually aware they had been friends for many years and really didn’t know what to expect from this new alliance. Initially I was unsure the message was meant for me but this season’s designs have really sparked my interest.

Creation draw inspiration from a broad scope, incorporating original designs mashed up with 16th Century woodcuts, Reggae riddim influences, cut up zines, they set out to borrow the artistic soul from the worlds subcultures to create something new.

These influences are clearly reflected in their spring/summer drop which consists again of strong graphical designs printed on to high quality garments. This includes new t-shirt designs, lightweight sweatshirts and Heavyweight Sweatshirts all limited in stock. Each order will include a limited Creation pin badge while stocks last. The ‘Duck Dancing’ graphic is a welcome break from the abundance of Peanuts images currently being used by brands. It’s picking up a lot of interest already and a future classic in my opinion, alongside the strong and extremely representative ‘Tri Blend Atlas’ logo. Other graphics include the ‘Wrong Em Boyo’ tee inspired by the Clash song of the same name, and the abstract yin yang-esque ‘Eye Of The Storm’.

Creation is so much more than a t-shirt label. Drawing on their mutual interest for art and music the guys have created a Zine publication consisting of 34 pages of raw photocopied goodness which documents their influences amongst other interesting interviews and content, an ineffable social media presence and affiliations with local club nights and radio shows in Margate. Emmet and Sid are already proving a formidable pair. I look forward to what these two respected veterans of the UK Streetwear scene have in store for the future.

Creation is available in selected worldwide boutiques including Caliroots, Hanon, Urban Industry and Commonwealth and via their online store HERE.

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