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From the
https://www.standard.co.uk by Joe Bromley 5 October 2024.
Coperni took over Disneyland Paris, but we are more excited about a
collab a little closer to home.
Menswear designer Adam Jones, best known for making jumpers from
beer towels, yesterday celebrated a new capsule collection with his
local, Deptford’s Dog & Bell. “It’s where I’ve been drinking since I
moved south of the river five years ago. Trust me, it’s worth it!”
he says.
Adam Jones’ new one-off design in collaboration with Deptford’s Dog
& Bell. £198, adamjones.studio
Adam Jones (Price Ouch, Paul Skelton)
As expected, they went the whole hog: there were Dog & Bell x Adam
Jones brandished ashtrays, urinals, bright red wheelie bins — even
the pub pooches had special towel jumpers made for them. Everyone in
the smoking area was wearing their £198 new black and red Deptford
Dog & Bell towel pull overs. Jones’ order? “At the Dog & Bell, it’s
always an Asahi for me,” he says.
Jones, who is Welsh and South London based, describes his label as
“an idiosyncratically British brand full of nostalgia for our
country’s past, celebrating the humour in the history of this land —
embracing our tag of Broken Britain.” His cult following has been
steadily climbing since 2018 when he made the first of the now
synonymous Adam Jones beer vests.
Inside Thursday night’s celebration bash at the boozer.
Adam Jones.
“It was around the time of logo mania and I felt I needed to offer
some form of logo on the clothes but I found generating my own a bit
naff,” he says. “The pub next to my studio which was then in Wales
was closing down and I found a load of towels in the skip and it
just made sense to use them.”
“The beer towel vests are now the most popular item. There seems to
be the customers that recognise they are from the pub and buy into
the nostalgia, and those that are too young to remember the towels
in pubs but like the aesthetic.”
Over the past six years he has developed a ready-to-wear offering,
hosting off-schedule runway shows and securing a series of other
collaborations. The biggest came earlier this year with Colours Of
Arley, and “paid homage to the hard working men who keep the high
street alive, wearing their stripes to work, the butchers,
fishmongers and fruit stall holders.”
“I’m now working on the next two collections simultaneously,” he
continues. “I have so many ideas at the moment which is exciting, so
I'm trying to split them into two collections that make sense. Also
being alone in the studio every day doing everything myself means
I'm craving a collaboration or two.”
Which pub wants the Jones treatment next?
Vests, £198, adamjones.studio Lead image @deneille.co.uk |
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