30/08/2007 Swinging through the concrete jungle like certified VIPs are mean street sisters and
brothers bearing the King label on their backs. Formed in 2003 with Prince’s Trust backing by former pro snowboarder and skateboarder Tim Hoad and an old mate good at graphics, King is a brand built around firm principles.
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Skating, hip hop, grime and street art all splatter their influences across King’s mighty clothing canvas, offering up pieces for pavement people to rock with passion. Next-level graphics and detailed embroidery adorn apparel that has both flair and functionality. Take the forthcoming season’s CCTV Camo of the Covert range, which has been specifically built so we suit the streets we’re treading – sneaky! Other lines go by these names:
Explorer, Krest, Flight, Deluxe, Defy, Prestige and Patrol; you get their drift that this is streetwear for real folk with serious shit to lock down!
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King fulfilled its premium swinging streetwear titleby being the first brand to hook up with Statesideheadwear dons New Era. Since then the favouritefitted caps have been reworked by various labelslooking to add their colour to this classic range. Notso with (the) King, who naturally went for a fullyfledged exclusive design – forget monkey business!New Era is now licensing the caps to be sold backin the big US.
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Elsewhere King stands by its strict ‘no re-runs, no repeats’ policy: all outerwear and accessories are limited to just 300 pieces, so fret not about some other chimp stealing your style crown. King’s best selling Defy Hoodie has been given a wee reworking for A/W ’07, but classicists can stay content that their originals are safe.
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Fulfilling its mission to make clothes with not only credibility but a conscience too, King is about to unveil a denim initiative to keep you even safer streetside. Teaming up with teenage charity Want Respect? to help reduce pregnancies and STDs
among 15-18 year-olds, the brand has designed a limited range of 1000 pairs of jeans that are kitted out with discreet Johnny pockets on the inside of the waistband. That ought to stop the odd mishap in this troubled King-dom, eh readers!
So stick ‘em up to all of the folk aping the same tired styles and deck yourself out like a king. Respect!
WWW.KINGUNDERAPPAREL.COM
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