Label watch - UVU

We've all been fooled by showerproof watches before, but what if there was a line of clothing that was completely (and properly) waterproof? Thanks to UVU, that pipedream, which you may have not even thought of a sentence ago, is a reality.

UVU is a new British brand created by Austrian performance manufacturing brand KTC and brand creatives Fresh Britain. The collection is full of wardrobe staples; oxford shirts, coats and knitwear. Alongside that is actual performance gear, the running shirts and so on.

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They've gone to some lengths to test the stuff, first having them run tested by UVU over 120 km. Then they had them condition tested by ultra-marathon champion Richard Donovan, who took the clothes up to the Antarctic. Then they were tested in racing contains at the UVU north pole marathon. All rather extreme, we must say.

And all this means that whilst you're unlikely to be wearing any of this in the North Pole, it can definitely handle a sharp breeze and some rain in Sheffield.

www.uvu-design.com/