A.I.R 003

An Independent Review with New Class LDN

Who are you and what do you do? Tell a little about the brand and its origins.

We are the New Class, a clothing and lifestyle brand formed by a collective of young adults from London.  The idea of the brand was conceived in 2006 & has changed consistently since then. New Class has always attempted to represent the times we live in: mainly through the creation of unique graphics and designs.

Where are you based? Does this contribute to the kind of work that you put out?

We are London based; we also operate in Portsmouth through the university. Our surroundings and the energy of living in such diverse and unique surroundings have definitely had a huge influence on the aesthetic and work produced by the brand.

What Inspires and Drives you as a Brand?

The creation of something not defined by labels or tags. Too many clothing and apparel companies seem to specify their target audience and exclude others in the process. Why define something that is better left indefinable? We also wanted a brand that’s roots truly stemmed from the very heart of London life itself, but also with input from other cultures as well.

Where could you see yourselves a few years down the line? What’s next for you as a brand?

We want to see New Class London as a household name, being sold in a selection of boutiques and stores worldwide. The next step for New Class would be acquiring a shop and some stockists as we currently operate independently­ online.

Creating brand awareness is our current target. The more people that have heard of New Class London, the better! Everything at this point is a work in motion; we have only just begun…

Anything you’d like us to plug or showcase?

New Class LDN
New Class LDN
New Class LDN 


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