I love discovering exciting new or independent labels that offer something different to the high street, so I was really excited when I was contacted about London-based urban brand Fuud and its vibrant SS13 collection.
Fuud is a Hackney based brand that began in 2009 by designer Louise Halswell when the Fuudhood – a vibrant handmade detachable hood – was created. The SS13 collection entitled ‘Big Bang Part 1’ is an explosion of neons, bold graphic prints and clashing combinations that pays homage to the 80s era, brit pop art and Japenese eclectic style. What I love about this brand is the individuality, creativity, vibrancy and fearlessness of the items; bomber jackets, tracksuits, batwing jumpers and the iconic hoods are mixed with bold colours, feathers, zebra stripes, faux fur and sequins, creating an urban collection which is totally original, diverse and invigorating. What is even better is that not only is every item handmade but the collection is also ethical, with many pieces having been upcycled and responsibly sourced. Now where else would you find something like this?
Fuud pieces have already been worn by an array of musicians, including Stooshe, Roots Manuva, Redlight and Delilah, amongst others. If you fancy getting involved, then you can find the brand on its website, Brick Lane Upmarket and ASOS Marketplace. Prices range from around £50 upwards.
What do you think of Fuud?