Now MAINS means business, breaking the silence with announcing a London Fashion Week show this September. MAINS has whipped up the hype ahead of the event with an exclusive drop launching via Dover Street Market London.
With a campaign featuring Central Cee, you already know MAINS will be one of buzziest brands in the Big Smoke this fashion week. The collection comprises streetwear staples such as contrast-stitch jean and jacket denim sets finished with asymmetrical pockets, a white graphic tee with a statue carrying the letter “M” and New Era caps with a flat leather brim.
Including a New Era hat feels like a nostalgic nod to grime, with the headwear being an integral part of the genre’s uniform. Hats would be worn straight, with the peak left untouched, stickers left on, with Skepta being notorious for donning a New Era Eyes cap when he was carving a name for himself.
MAINS launching as an elevated streetwear label makes sense, with the brand’s founder regularly spotted in streetwear brands, most recently Corteiz. In his Konnichiwa era, Skepta had a soft spot for Palace and Supreme. The 2016 track “Text Me Back” paid homage to the two brands through the lyric: “Too much style, way too clean / I’m in love with the way you mix the Palace with Celine / How you mix the Chanel with the ‘Preme,” highlighting the rapper’s high regard for streetwear which he weaved with high-end fashion as part of his signature look.
Also featured in the culturally-informed collection is a pair of ‘70s-style oval shades made in collaboration with Emmanuelle Khanh, and a tape recorder and phone case, serving as an exploration of wider style influences. With more items yet to be revealed, we can’t wait to see what else is in store.
Head to Dover Street Market for a closer look at the collection which will drop online and in-store on September 17. The T-shirt will be available in-store only via raffle.
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