Launched in December 2008, Play dot is the brainchild of South Londoners Kay Taylor and Kwasi B. The duo started designing clothes about a year ago but ever since they can remember they’ve been using fashion to stand out from the masses. The label is designed for a young audience somewhere in the 16 to 24 age bracket but there’s no doubt their quirky designs have appeal way beyond.
The current collection is a mix of sweaters and tshirts with a signature hand print, fitted caps and a clever new take on the tired Afghan scarf. It caters to an urban audience but these business savvy creatives are conscious of pigeonholing their brand. Like the New Era label that they admit is one of their main inspirations, Play Dot’s plans for fashion domination stretch way beyond the urban clichés of sportswear and rap. It wont be too long before we see their designs proliferate across the apparel industry. The label is also inspired by the city these two grew up in where ‘the clothes that you wear represent you’, where the necessity of standing out from the crowd is emphasised every day by the throngs that rally about trying to be noticed, a place where ‘uniqueness sells’.
So what is the biggest challenge for an emerging brand like Play Dot, especially with all this chat about difficult times that is upon us. ‘In the end it’s just a business which needs finance and expertise but we know as long as we keep pushing the brand it will be recognised by the right people.’ In a climate like this there is no substitute for confidence, that and an innate understanding of cool has these kids on the right road to success.
Play Dot Apparel is on sale in various apparel stores in London and Brighton. For a detailed list of stockists go to www.myspace.com/playdotapparel.
No comments:
Post a Comment