AriesLondon, United Kingdom
Aries is a venture from dream-team duo Sofia Prantera and Fergus Purcell (aka Fergadelic). It's a label that we've been looking forward to sharing for a long time and one we feel is a perfect match for the Goodhood Store. With years of expert experience behind them, Fergus and Sofia's story is a one worth telling. Sofia is best known for founding and pioneering cult streetwear label Silas in the mid-90s. This is where she first met Fergus, whose impressive oeuvre includes t-shirt label Tonite and more recently the now iconic branding of skate label PALACE. The two are now reunited under the Aries umbrella and Sofia's expert eye combined with Fergadelic's idiosyncratic graphic style makes for one deadly combo.
Sitting in a really sweet spot in between streetwear and high fashion, Aries plays with allusions to the grandiosity of major fashion houses alongside expertly picked underground reference points. Everything is hand dyed or printed by the Aries team and subsequently aged by dipping in organic tea, making every single piece completely unique. Any imperfections and differences in colour are deliberate and inherent, recapturing the sense of vitality, chaos and DIY attitude of yesteryear. Find out more about Aries in this exclusive interview with co-founder Sofia Prantera.