Name: ARIES Men
Brand: ARIES

Aries Men

Inspired by the '80s when streetwear and fashion were one, Aries has been striving to renew this bond ever since its launch in 2010. The origins of this ambition? Two creative and rebellious souls: Fergus Purcell, aka 'Fergadelic', best known for creating the PALACE triangle logo, and Sofia Prantera, an Anglo-Italian designer influenced by underground subcultures.
Both graduates from London's Central Saint Martins, they met at Slam City Skates, a London-based store selling skateboard clothing and equipment where they managed its design and production. The place is teeming with creative talent, including Russell Waterman with whom Sofia Prantera launched Silas and Maria, a luxury urban label which achieved high-acclaim in less than ten years, coming to an end in 2007. Sofia Prantera then took a three-year break and devoted herself to her two children before starting a new chapter in streetwear with Aries.
Named Aries, after the astrological sign of the ram, the brand was initially misunderstood by its audience. Long oversize t-shirts for women stood out in an urban landscape dominated by masculine presence. As children of the post-punk generation, Sofia Prantera and Fergus Purcell weren't discouraged and opened their design doors to all genders. As a result, their unisex designs referred to period styles, Italian labels and street sports. To address overconsumption, Aries capitalises on existing materials such as leather offcuts and surplus fabrics, giving them a second life. Printing and washing by hand in its studio are part of the production process for pieces.
Named Emerging Talent Menswear at the British Fashion Awards 2019, the label increased its notoriety through a series of collaborations with Havana Club, New Balance, Suicoke and i-D.