Kim Jones

A t-shirt is never just a t-shirt when Uniqlo is involved - but that doesn’t mean that they are necessarily great. Since April Uniqlo has been delivering almost 100 new eccentric t-shirts per month worldwide. They belong to their UT program, which aims to present 1000 different pieces conceived by non-other than high-profile designers, musicians and artists.

As everybody knows, Uniqlo is one of H&M’s biggest rivals, so therefore their UT program is what they offer as a collaboration line. So far the selection of t-shirts presented was barely decent, almost poor, but as Gareth Pugh, Kim Jones and Carri Mundane (Cassette Playa) exhibit their designs things finally start to change.

The concept behind the UT project is to offer young people the chance to wear what they “really” want for low prices as well as letting them have an item by which express themselves - providing them some help on their quest for identity, I suppose. And each of three major designers I just mentioned did an splendid job. It’s truly impressive because from the hundreds of Uniqlo t-shirts I’ve seen these are the only three I would consider buying.

The presentation of these good looking pieces in London, caused quite the commotion; it was early morning when these were exhibited among other new items and tons of “urban” socialites attended. Henry Holland from the House of Holland was there as well as the “three” designers, and BoomBox’s DJ Jerry Bouthier played some nice tunes.

For many years, Umbro has been one of the leading labels of sportswear in Britain. Based on soccer, and using the national team to promote themselves, Umbro has become a part of the English youth culture.

Several seasons ago, in an effort to break into the high-end market and therefore widen their share of the market, Umbro signed a deal with one of Britain's fashion super giants: Kim Jones.

Kim Jones is a man known for his eccentricity and confidence towards his artistic values - He knows about contemporary fashion, he understands it. Kim's singularity relies on the fact that besides appreciating the art of fashion in a such a great manner, he posses a vast apprehension of the juvenile boy; his personal characteristics rapidly and wisely made him the perfect man for Umbro.

As evidenced on the wide variety of styles that he portrays, Umbro by Kim Jones is a collection that adapts to mostly any kid. The multi-origin line is composed by different cuts and fabrics, and it aims to distribute the idea of acceptance, avoiding to depict a single style persona.

Another delightful singularity about this line is the lack of "time" uniformity. This is a sportswear collection that could easily be a part of the 90s fashion market as well as it "fits" today the racks in the present era.

Please, do enjoy the simplicity of all-time British juvenile sportswear.