What initially started
with 1 logo, 4 tee shirt prints and a dream in 1994 of creating a British
Streetwear brand that could stand shoulder to shoulder with its US
counterparts, has slowly but surely become reality over the last 11 years…Addict
®. With its direct approach, it has built its reputation on solid foundations
through the consistent production of clean, minimally branded, functional men’s
and women’s clothing with fine attention to detail attracting the support of
some of the finest stores across the UK and the continent.
Now approaching the
start of its 11th year the one thing that becomes apparent under
closer scrutiny is the quality of high profile collaborative projects that the
brand already has under its belt. Limited Vans X Addict shoes, Camouflage
Addict X G-Shock watches, Sympatex ® performance outerwear, SPY Optic Snowboard
Goggles, and an impressive set of Addict camouflage snowboards with Endeavor
Snowboard design in Canada.
Next season sees the
Addict ® X One True Saxon ® collaboration project. An idea that came about
through the mutual respect between two English home-grown brands and the common
goal of wanting to produce decent quality product. Dual limited edition tees,
one sold by Addict ® and one sold by One True Saxon ® featuring the OTS Dog and
Knight logos blended with a bespoke variation of Addict ® Swift Camo™.
Addict ® remains an
independently designer owned and led company producing all its clothing and
patterns in-house, focusing on product development and letting the brand evolve
naturally rather than bending to fit in with fashion. Outside assistance comes
from a handful of the UK’s most influential designers, typographers and
artists. Swifty, She One, Mr Jago, C-Law are all regular contributors and have
supplied the brands past and present bespoke camouflage patterns as well as
graphics for tees. Next seasons premiere Addict ® piece is the fully technical
She Camo III™ SOFTswitch™
Jacket. A fully taped seamed waterproof shell jacket with a SOFTswitch™ on the left sleeve that can operate an enabled
I-POD within an MP3 device inside pocket.
Since the summer of 2004
the artist series of boxed tees regularly features the works of Mode 2, Mitch,
Will Barras, Guy Featherstone, Steff and Ben Swift and has spurned spin off
collectors sets such as AW06/07 SYD MEAD Series. A set of 4 tees featuring
definitive illustrations by the extraordinary talent that is Syd Mead, the
‘visual futurist’ and concept artist responsible for the iconic designs of cult
movies like TRON and BLADERUNNER.
Music remains a strong
influence within the brand and ‘ABC’ or The Addict Beats Collective arm of the
company embraces a cross section of musical genres with high level support from
the likes of The Nextmen, Rodney P and Skitz, London Electricity/Hospital
records, Stanton warriors, LSK, Big Bud, Genna G, Maxi Jazz/Faithless and
Part-Time Heroes as well as sponsoring nights at Rukus in Bristol, New Bohemia
in Leeds, Hospitality at Herbal and Spectrum in Nottingham. Last years Addict ®
mix CD ‘Playing The Game’ by The Nextmen has gained global legendary status
with an eclectic sequel ABC Mix by the Part-Time Heroes following up late last
November.
“High
end streetwear, manufactured to a very high standard using top quality fabric
and trims at highly competitive price points… built from the outside in”
