London Underground fashion brand launches, inspired by city's tube network

Korea’s Handsome — a part of Hyundai Department Store Group — has launched a new streetwear label linked to the world famous London Underground transport network.

The London Underground brand is a street fashion line with its debut timed to coincide with the system’s 160th anniversary. The aim is to “offer a fresh reinterpretation of the heritage mood of London from an unexpected perspective”.It has launched at londonundergroundstudio.com with a pop-up store due in September in Seoul's Seongsu-dong neighbourhood.

The collection draws inspiration from the London Tube system “and the modern people who use it… encapsulating its symbolism and values”.Themed 'Life From A Tube: The Passage,' the collection aims to connect the past and present of Londoners, “acting as a conduit for diverse stories and conveying the message of connecting London intimately and flexibly in everyday life”.Based on the concept of 'Unexpected Heritage,' it’s targeting “anyone regardless of gender or age”.Leather details, vintage fonts, brushing, and washing techniques are employed to emphasise the heritage mood. Notably, the new brand's signature colour, Pale Green, is inspired by the vintage hues of the Underground's tiles, ticket booths, columns, and walls, “showcasing the brand's distinct and natural yet differentiated identity.The collection includes signature items such as loose-fit short-sleeve shirts with prominent brand artwork, jacquard knits inspired by the opening of the Underground in 1863, and textured knit cardigans. In addition, there are classic items including denim, coats, and jackets. The collection also features a range of accessories such as graphic ball caps, beanies, bags, and mufflers.The operator of the transport system, Transport for London (TfL), has been proactive in promoting the ‘brand’ for a variety of spin-off products in recent years. It linked up with IMG earlier this year to boost the brand’s presence in the product arena.Ellen Sankey, Brand Licensing Manager at TfL said: “London Underground celebrates its 160th birthday this year and its iconic designs are as much a part of that history as the transport itself.”

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London Underground fashion brand launches, inspired by city's tube network