From humble beginnings on a few draughty rails at the back of Topman, Self Clothing has become one of the retail megalith’s most successful exports. Established by a pair of self-starters with an impressive fashion world pedigree (former employers include Belstaff, Ralph Lauren and Stella McCartney) the brand is known for its streamlined work wear and unadorned key pieces.
This month, Self has launched a supped-up online store as a showcase for the new, 40-piece Spring Summer 2010 collection. In celebration of the launch, Self commissioned a stop-motion video by Joost Vanderberg, which – with trademark sleekness - showcases each and every piece. Styled by Way Perry, the film will probably make you want to buy the entire collection. You have been warned.
Visit Self's new eshop at www.selfclothing.com