FASHION
WORDS: HELEN JENNINGS
BLAME IT ON THE BOOGIE
Jason Bramall woke up in 2004 and decided he was sick of big name skater
brands so he went about setting up his own. Meeting designer Mark Ashcroft
through a friend of a friend, the graphic-led streetwear label 2Blame was
born. What started out as a side project soon tumbled into a full time love
affair and two years down the track 2Blame is available all over our global
village.
Don’t think that means it’s sold out to THE MAN though. Their motto: ‘No
discrimination, no prejudice, no membership fee, no clique, no enemies, all
people, all sexes, all ages, all backgrounds, all friends n’ lovers – we are to
blame’ may not be as catchy as ‘Do It’ or ‘Respect Me’ but hell, you can’t
fault its sentiments either.
Swapping blatant commercialism for witty and creative printed Ts and sweats,
2Blame also sponsor a number of riders to ensure the love keeps flowing the
right way. Awuhh.
www.2blameclothing.com
SAY IT WITH TRAINERS
New Balance hasn’t celebrated its centenary by throwing a lot of money at
a celebrity endorsement. Oh no. Instead the brand pays homage to three
of its longest serving members of staff with the new Flimby Heroes range.
Audrey Stewart, Ian Byers and Victor Dixon have been making New Balance
trainers at the company’s UK factory in – yes – Flimby, Yorkshire for many a
moon, and now also model the three new styles dedicated to them. Audrey
is pleased as punch about it. “I’ve been handling New Balance shoes for a
quarter of a century,” she says, “but I never dreamt I would actually appear
on them.”
The sneakers themselves (styles 1500, 670 and 577) are suitably retro in
appearance and should help see New Balance through to another 100 years.
Let’s hope Audrey has retired by then.
www.newbalance.co.uk
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