Bitchy luv you LONG time….
September 17th, 2009 | M | Bitching and Junkfood News, Fashion, Interviews | 8 Comments »
After this we poked them in the eyes to make them miserable
Starting off in our neck of the woods, long clothing was born in the markets of East London by two boys in pursuit of no-nonsense clothing that matched their tastes. Fed-up with over-complicated designs, their signature ‘Long’ shirt was born – simple yet effectively dramatic over sized t-shirts.
On interviewing these guys, I found them not LONG-winded in the slightest – no bullshitty pretence about inspiration being drawn from 80’s leisure wear or current designers. Instead, they draw inspiration from their own instincts and whatever catches their eye; be it a fox’s head or simply a message promoting peace.
How to pull off the ultimate ‘long’ look? The boys leave it up to you; “Our whole brand works around simplicity and individuality”. This is your moment to hang loose in those hungover baggy t-shirt days and push the boundaries at the same time. Go crazy and most of all, have fun with it. Rock it BITCHY-style with tights and kick-ass shoes or biker boots.
In terms of the future, their hope is for Long to become a brand that people can really ‘live.’ suggesting a lifestyle choice, a simpler way to life that is encapsulated in their designs. They have a wild side too of course as you can prepare to party all night Long as they launch their own club nights to ‘become more than just a conventional brand.’
They grasp the unconventionality that is London street style itself. A distinct look that I have grown to recognise in my travels around Australia; there is a raw edginess about the people of London that others in all the major cities just can’t seem to accomplish. Those at Long add that a void has been filled since their emergence on to the market and their brand ‘sums up what is going on in London right now’. As a final note from the boys on future plans, they wittily contemplate world domination… I’m thinking a future slogan of ‘Long live Long’ strewn across one of their fabulous Tees.
Attached some out-takes from our hot new cover shoot
Photographer – Ish Sahotay DUB LDN
Art Director and styling – MARION Bitching and Junkfood
Models: Performance Artist Rupert Philbrick, Portrait Artist Chloe Henderson, Make-up artist Love Tickelmouse and Actress Laura Helen Greenwood.
Chief eye poker – Marion
Written by contributing blogger Sarah Whadmore.
Mac make-up artist Love Tickelmouse workin killer cheekbones
Eye poking and freezing the models works.
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Loooove the simplicity and uncomplicated ethos of these tees. Right up my ally and I cannot wait to get my hand on the drippy sad face one….
Nice.
Especially the bit about the London look.
Brussels is a funny city for the opposite fashion idea – everyone in grey and black sensible Zara / Armarni like clothes, safe and unthinking.
The suburbs have something to do with London style. See ‘Berlin Bromley’ by Bertie Marshall for more on that.
Luvin the sound of Berlin Bromley – may have to purchase. I really like the colour palettes in Brussels and France, I worked for a french brand before and everything was grey, black, beige but ultimately very wearable. What I love about London is how you can almost identify where people live by what they wear, even in East where everyone is being an “individual” there’s a definite look. The “individual” look is a whole look in itself.
I really like these tees gosh! I’ve been in Londo twice and I just love love love the london look damn!
And there’s a google book of Berlin Bromley.. I’m reading this bitch up.
I was born in Bromley, what a bizarre coincidence.
Love Love Love London x
hey who is this hot writer Sarah Wadmore?we could do with some more of her blogs!she makes fashion sound fun with a capitol F more power to your pen Sarsh!!
Sarah has just returned from a fabulous trip to Australia and will be contributing more over the coming months we hope.
Hey Sarah W I was born in Bromley too.
I was bought the book as a present and reading it on the bus (the cover is a teenage boy in a black dress with a trowel of make-up on). That wasn’t the bit that was the trouble it was the interesting sex scenes when a schoolkid is sitting next to you. I have a theory that being in a safe suburb but being near a nice big ‘dangerous’ metropolis is good for fermenting style/music genius. See Bowie, Sioxsie, Rolling Stones, Billy Idol (ok, ok) etc….
because you know fun/culture is out there AND you can get to it (and get back on the last train).