Girls who like boys to be girls, who like girls to be boys. Every week we have girls come into the store asking us when we are going to do womenswear, so we thought we would get our favourite people together and make it happen in our own sort of way.
There is always somewhere in London that you have never been to or seen, so we thought we would get away from the hustle and head down to the river. As the city goes on around you the river banks of the Thames are quiet and serene. Surprisingly there is no one taking advantage of the sun and beach like qualities of its banks. The perfect urban getaway.
Styled by our good friend nurse Lee. He is a bonafide nurse but also someone with incredible taste and knowledge of clothing. Lee's styling demonstrates the diversity that we hope to reflect in our products and that it looks as great on the women we love as it does on us. Lee has selected product from across the brand spectrum; from Dries Van Noten and Comme Des Garçons to M.Nii and Remi Relief. A comprehensive snap shot of Anthem for Spring Summer 2013.
Starting in 1979 45rpm has never been seen on these shores, they are devoted to delivering quality garments that stand the test of time, this seasons 45rpm has focused on what they do best. Delivering timeless classics in the worlds best fabrics and dyes. tee shirts and polos come in a wonderful slubby suvin cotton, the indigo is natural indigo dye that gives the wearer a sense that he is part of the whole process. It will fade like your favourite denim blues. Stand out pieces are the Indigo Jersey in Polo and tee and the best fitting cotton/linen 3 button jacket. Stylish and understated, its a vital part of anyones wardrobe. These styles are only available at Anthem in the UK.
Born out of a love of surf culture Remi Relief is influenced by the Californian beach life and all made in Japan. A heady combination. Creative director Daisuke Goto moved to california to live and breath the lifestyle. The result is Remi Relief. Made from the finest indigo fabrics and taking influence from Hippie and Native American culture, Goto delivers and effortlessly casual collection. Stand out pieces this season are the Indigo embroidered Hula girl, Navajo inspired Indigo hoody and Hippie Western shirt. Goto comes from the stand point that “something good” is born only when creativity and modification are added to each process and excessive items are removed and omitted. Adhering to a high quality of life, they pursue to create the ultimate American basics. These styles are only available at Anthem in the UK.
Backyard Denim is a new brand for us at Anthem. It was founded in 2012 with a wealth of denim knowledge and experience behind it. Each stitch and seam is handmade in London with particular pride and care, all materials which make up Backyard's collection are carefully chosen, be it the Japanese, Kurabo 13 oz indigo denim which is made on shuttle looms to the English vegetable tanned leather which adorns each bag and finally the brass hardware sourced from a saddlery supplier in the USA.
Each bag is made exclusively for the Anthem Store.
Eastie Empire is a British menswear label founded by S.J. Weston in 2009. The label was formed around a passion for pioneering style mainly in sports inspired garments. The styles, detailing and fabrics that characterise the sensibility of their time - that's what they're all about. And when we came across it - it struck us right between the eyes.
They don't see the point in churning out characterless clothes, they believe clothes should celebrate their plucky inventor, tell a story about their past be it 1930 or 1990 - and in doing so bring about some charm and interest. They always temper this by tailoring their garments for a modern day fit and finish.
A bit like magpies are to shiny objects, they are to English fabric mills, the type that use old machinery and experienced knitters. As a result most of their fabrics are made bespoke and to their exact specification, so it's not likely you'll come across their fabrics anywhere else. They like clothes to have proper substance, a good hand feel and authentic style.
They believe, like decent sportsmen, that 'Manners Maketh Man'. That's why they stitch the name of the man who inspired the piece into each garment as an old school name tag.