Heritage with a twist? Only WeAreTheSuperlativeConspiracy can vouch for such a quirky combination.
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WeSC represent a family of creatives, injecting their street cool into the Carnaby Street retail strip. This year the team have remodelled their creative show space and introduced a brand new collection to celebrate the store’s interior makeover. The location itself is historic; Carnaby Street has proved popular since the sixties with the likes of Mary Quant and Irvine Sellars providing creative design outlets for the mecca of mods and hippies. It seemed only natural that the superlative talent of WeSC followers – or ‘activists’ as the brand dubs – set up shop on the hallowed street! The WeSC customer is by definition an ‘unofficial ambassador’ of the brand, someone who is streetwise and creative. Both SS collections for men and women were inspired by the ideals of heritage, light and tradition in the urban environment. Trademark shirts, parkas and knitwear combine with ‘Midsummer’ hues to form the WeSC uniform, for intellectual slackers of course. i-D online headed down to the newly kitted store to meet some of the team…
Merrick McKay, Sales Advisor
What are you wearing from head-to-toe? Huf Cap, WeSC stripe Tucker men’s t-shirt, WeSC Eddy chino and WeSC Hagelin black mid tops. How did you find yourself working in the new WeSC store? Dropped in my CV and they got back to me the same day! What do you get up to when you’re not working for WeSC? Interning in fashion and hanging out with friends. What’s the last track you listened to on your iPod? The Goods – Gotta go in. Who would be your dream customer? Kate Moss. What’s in your pocket? iPhone.
Simon Bush, Sales Advisor
What are you wearing from head-to-toe? WeSC 59Fifty Overlay wool solid cap, WeSC Lemar cotton chambray shirt, WeSC Eddy jeans and WeSC Hagelin pebble grey mid tops. How did you find yourself working in the new WeSC store? Needed a job and really liked the brand so I applied and love the fact it is in central London. What do you get up to when you’re not working for WeSC? DJ’ing and hanging out. What’s the last track you listened to on your iPod? Red Rose –Hotter Junglematical style. Who would be your dream customer? Will Smith. What’s in your pocket? Tobacco and mobile.
Text: Chris Prince