London's streetwear label Aries is set to release a comprehensive visual archive documenting its journey from 2009 to the present, offering an intimate look into a brand that has consistently redefined urban fashion.
Founders Sofia Prantera and Fergus Purcell have created more than just a clothing line. Since its inception, Aries has emerged as a cultural touchstone that bridges underground aesthetics with mainstream appeal. The brand's distinctive approach blends academic references with street-level sensibilities, attracting a diverse following that spans skate culture, art scenes, and fashion circles.
The upcoming book, titled "Aries Arise Archive", represents a meticulous documentation of the brand's evolution. Weighing in at nearly 400 pages, the volume captures the essence of Aries through an extensive collection of photographs, graphics, and collaborative works. Fashion critic Angelo Flaccavento provides a foreword, offering contextual insight into the brand's significance.
Designed by Johnny Lu, former creative director of i-D magazine, the book is crafted with careful attention to detail. Printed on premium Munken paper, it promises a high-quality visual experience that mirrors the brand's commitment to design excellence. The publication showcases Aries' wide-ranging collaborations, including partnerships with photographers David Sims and Joshua Gordon, and brand collaborations with established names like Clarks, Crocs, and New Balance.
The Aries aesthetic is immediately recognizable through its iconic logo and the ubiquitous "No Problemo" slogan, which has become a staple among younger generations of fashion enthusiasts. The brand has consistently positioned itself at the intersection of street culture, art, and fashion, creating a unique identity that transcends traditional categorizations.
Readers can expect a comprehensive exploration of Aries' journey, from its London roots to its global influence. The book serves not just as a brand retrospective, but as a cultural document that captures the spirit of contemporary streetwear.
"Aries Arise Archive" is available for purchase from today (15th April, 2025), with a retail price of £50 / €60. It is now available to buy on the Aries website.
For those interested in the intersection of fashion, street culture, and design, this publication promises to be an essential addition to their collection.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.