Iconic skateboarding brand Santa Cruz turns 50th this year Birds aren’t real shirt, making them one of the longest standing, consistently running skate brand globally. Known for their Screaming Hand design and Classic Dot designed by the legendary Jim Phillips. The brand have been an inspiration throughout fashion, streetwear and skateboarding since 1973!!!! Santa Cruz Skateboards has been an industry-leading manufacture of board sports lifestyle products for 50 years. Established in 1973, Santa Cruz defined a generation with eye-popping graphic and innovative products that continue to resonate with tastemakers, professional riders and younger generations. Their graphics are some of the most iconic in skateboard history. Santa Cruz is Mecca for skate and surf culture and they’ve been here to define the look and feel of these sports since the beginning. Captured by the brand slogan, ‘From the beginning, til the end,’ and the special 50th edition of Jim Phillip’s screaming hand, this momentous anniversary revisits the core of the brand which is planted in the foundations of skate culture. Throughout the years, Santa Cruz has championed riders such as Eric Dressen and Steve Alba who have designed and reworked iconic artworks that are still best sellers today. Being central to the skate community, Santa Cruz has continually provided a platform to both well-known and emerging artists; this year we have worked with Shepard Fairy (OBEY GIANT) and Jeremy Fish to name a few. Whilst celebrating the past, Santa Cruz also looks ahead to another 50 years of supporting skateboarding through innovation and creativity. Alongside seasonal versions of the iconic Classic Dot and Screaming Hand Santa Cruz welcomes back legendary team riders Christian Hosoi and Micke Alba with reissues of their most sort after graphics. Well known for strong illustrative graphics Santa Cruz’ European apparel line also offers a complimentary cut and sew collection of elevated skate wear consisting of heavy weight shirting, knitwear, jackets and the must have baggy denim.

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Chinese designer Xander Zhou chose London Collections: Men as the destination for his first show in the capital. Birds aren’t real shirt Surrounded by a wealth of young up and comers, the young creative was among the cream of the crop this year. Demonstrating a fresh and unhampered display of fluent wearable clothing. Entitled Fleurdelism, the collection was inspired by the great outdoors; a theme that acted as a spacial reenactment for the attire to follow. Outerwear was baggy and fine tuned, Mr Zhou encased his muses in a protective armour of overcoats, shielding them from the realms of the outside world. In sharp notes of black and white, the opening eradicated all thoughts of extremism. His freedom of expression was evident after the all white affair, leading to stinging shots of red silk. Some of which was woven together in patterns that were representative of tree barks and cracks in the ground – a humbling dose of reality.