From One Direction to creative direction: introducing Louis Tomlinson’s new brand 28

From One Direction to creative direction: introducing Louis Tomlinson’s new brand 28

by Juliette Eleuterio
3 min

Singer, songwriter, former one fifth of teen heartthrobs One Direction, festival curator and now creative director, Louis Tomlinson is embarking on his next creative journey: his clothing brand 28. After filing an official ‘28’ trademark last year, and a few sneak peaks of the clothing photographed on Louis, the first of many drops has arrived.

To Tomlinson’s credit, this first drop makes it clear that 28 isn’t just an artist’s merch line that depends on its famous name for sales. Instead, 28 is a brand with a story and a grounding based in the Silver Tongues singer’s hometown of Doncaster, tying his past up with his present.

The Summer 23 drop fittingly arrived yesterday on the 28, a symbolic number that will also be the date for every future release – thanks Louis for the easiest set reminder. Some of you die-hard Louis fans might already be familiar with his association to the number 28, being his favourite number and the subject of one of his hand tattoos. Now the number has become the official name of his brand, a project that has been in the works for years.

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This drop consists of 17 items, and the football inspiration is clear. Football long-sleeve jerseys, track jackets – two of which have already sold out online – football shorts and track pants are all part of the offering.

The drop also features some more basic pieces like crewnecks, hoodies, tees and accessories. Also inspired by skatewear and by the general style that shows itself on the streets of Doncaster, each garment is decorated with graphic elements like the number “28” and a floral motif reminiscent of the White Rose of York, a clear ode to his home. These were designed by Louis and a pool of emerging creatives. 

To accompany the first drop, 28 released a campaign that features all sorts of creatives and highlights the importance of community, a key pillar of the brand. 

Whether you’re a fan of Tomlinson’s music or not, 28 is a completely separate entity – and its first drop of summer ready-to-wear pieces, that can easily be transitioned into the colder autumn months, is “what makes it beautiful”. Between touring, releasing new music and now leading 28, it’s clear that Tomlinson’s plate is more than full, but considering the positive comments from fans, we’re here to eat it all up.

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