north of cool by the doomed regular

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I love a good home-grown brand especially if that brand originated in the greatest city in the world, Sheffield! The Doomed Regular doesn’t fall under my usual visual aesthetic when it comes to a brand but I’m intrigued all the same.

“Based in Sheffield, The Doomed Regular clothing collection explores the concept of social change and factors surrounding northern England and dilutes elements surrounding a divulging society” – The Doomed Regular

I get a sense of rebellion from The Doomed Regular’s design and ethos similar to that of early Raf Simons (king of rebellious fashion) collections. This idea of ‘rebellious youth’ in fashion has been floating around for decades and tends to look a little strange coming from the major luxury fashion houses such as Louis Vuitton and Chanel because of its super polished finish, even if the outfit does have a raw edge on the hem and a brand logo top-stitched on the back of a bomber jacket. The Doomed Regular’s approach street-style is natural and appropriate because the creative behind this brand are experiencing this lifestyle as an inspiration first-hand; it’s theirs! It obviously makes more sense when it comes from the horse’s mouth.

With a minimal budget and a wild imagination The Doomed Regular have produced a collection that actually speaks volumes to them and anyone who’s watching.

I attended their launch in Sheffield recently which was collaborative effort between The Doomed Regular and various artists from the area and although my suit had no place at an event like this there was an overwhelming sense of community there, a mutual appreciation of others talents, a collective.

| There was also a lack of prosecco but that’s my fault for rocking up 2 hours late like |

I could carry on talking about how I’ve fallen for a street wear brand a little more but I think it’s better for you to take a look at what they do and you’ll see why I’m obsessed. I will do a follow-up with the creator of The Doomed Regular, at some point, in the form of a photo-shoot or an interview so stay tuned.

The Doomed Regular is available for purchase HERE! The Doomed Regular Facebook, Twitter and Instagram.

| Models: Keown, Fadlan effendi, Keanu Castledine, Alex Ellis |

| Photography by harrimcr |

Thanks for reading and don’t forget to like, share on your numerous social networks and leave a comment etc.


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Listen | Easy Please Me by Katy B 

Obsessed | Doomed Archives 

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