808 LONDON
“l also want 808 to bring up the overlooked and underground artists. I want the bedroom artists to be making an income from their art… I want to start a revolution.”
It was a sunny afternoon when Lydia Jenner was walking through Downtown Los Angeles. Perplexed and inspired she took in the sights and street style when a sudden ruckus broke out. Surrounded by LAPD officers shouting “We got an 808” a spark of curiosity compelled the teenager hailing from South London.
“I was intrigued by what 808 meant, just as I wanted to know what was going on and it turned out to be a super cool meaning. 808 is police code for someone disturbing the peace. A peace disruptor.” Lydia tells us. Hence forth a fashion revolution had begun.
808 London combines the creative arts of London’s best undiscovered artists to produce clothing that provokes action and empowers the youth across London wide.
First releasing in Summer 2017, 808 has soared onto the radar of many major chains and artists alike. From Lady Leshurr to Topman, the group of young entrepreneurs impressed industry experts with their poise and class in acting as a vessel for creative expression through urban art.
Just a few short months into their launch the brand launched a collaboration with ASOS’ marketplace. Selling out of their first collection within weeks, the crew began to look more into their consumers and where their brand was being worn.
Discovering that their main audience were street dancers, the brand turned their heads to recruiting some of London’s best underground dance instructors to give classes to young aspiring artists around London. Using dances classes and club nights as promotion whilst also accessing a new audience, a genius niche was born.
Using striking original quotes, mottos and imagery the brand incorporates urban street style with messages that resonate with the 18-25-year-old generation. Their logo of two hands of different races holding in unity act as a bridge of racial integrity whilst ensuring that they remain diverse and inclusive.
Keep an eye out for this one, their celebration of urban art with a political flare all celebrating London’s street culture is set to be the next big name in the fashion world’s current obsession with street style, joining the likes of Addidas and Off-White.
With their takeover of London’s urban style market, the brand now hopes to sign a deal with esteemed high-street chain Urban Outfitters, continue to expand the reach of their events and eventually take their revolution to Manchester.
