FASHION : Reset London Spotlight On…The Ugly Kids Club

Written by Rajveer Kathwadia on 23 May 2010

Streetwear designers Ugly Kids Club use tongue in cheek humour (I’m guessing that’s what the name is all about) alongside eye catching and bold graphics dripped in graffiti influenced colourways that are worn with a quirky street style. RWD catch up with the Ugly Kids Club to find out what they are up to at the moment; make sure you catch the scribblers at the end of the month at Reset London.

How long have you been in business?
We have been scribbling on things as a collective since 2006. We released our first print at the beginning of ‘07.

What label/designer inspired you to start your brand?
Wale Adeyemi… Garage Raves and Graffiti Denim was the turning point where I started to pay attention to they way I styled and profiled myself. Trucker hats and airbrushed tee shirts is where all of us from The Ugly Kids Club got our first taste and we have evolved it into what it is.

What’s new for your brand this season?
We are getting behind Team England for the World Cup and have produced a bunch of football inspired pieces and introduced a hoodie and polo. We have added some fantastical and awesome embroidery details into the mix on our products. Woven patches and all that jazz; then same as before but more of it.

UK street wear is relatively new – why should people pay attention?
It is yet to come into its own. With all the influences that people are exposed to in London and the UK it’s exciting to see where people take it.

Who/What would be your ideal clothing collaboration?
A smoking paper company… Oh wait, we already did that. Watch out for the tee shirts we did there. Nike would be the obvious answer here but failing that them jelly shoes or any sandal company would work for us. Toes have to breathe.

Do you have a website?
Yes I do… It’s amazing.

Where can we buy your clothes?
From the aforementioned amazing website: www.theuglykidsclub.com

Any last words?
‘Roll with The Ugly… you donut!

The RESET London trade show is one of the most eagerly anticipated streetwear trade shows happening in the coolest hub of London, Shoreditch the UK’s finest up and coming streetwear designers all come together to showcase their garms on 29^th May – 30^th May at the 1948 Arches.