Even though Unconditional Clothing is around seven years old as a clothing brand, it has been slowly and steadily growing in popularity until this season, where it has finally hit the big time with its latest collection. The brand started out as the brand name for a couture menswear store in the trendy area called Soho, London in the UK called Concrete Shop. She instantly liked the type of men who had an eye for the latest fashion trends and shopped at the high-end clothing stores in the area. It soon turned into a royal clothing collection that even began to be shown at one of the most prestigious Fashion Weeks in the world, London Fashion Week.
Once again, the collection was a hit with fashionistas and critics alike. To cater to women who wanted to wear hardcore clothes, the brand started a parallel women’s line and began showing it at London Fashion Week as well. After running London Fashion Week for five seasons and receiving rave reviews from glossy magazine editors and fashion industry observers, the folks at Unconditional decided to take the collection across the Atlantic and His men’s and women’s lines debuted at what is probably the most popular fashion week in the world, New York Fashion Week. The collection has now been shown to great success at New York Fashion Week for two seasons with equally excellent results. Once again the reviews have been very positive and the Unconditional brand has written great things about it. The 2009 Atlas of Fashion Designers rated it as one of the most impactful brands in British fashion today. High praise for a brand that is relatively young and hasn’t even been on the fashion scene for a decade.
The reason most fashion-conscious men and women know about the brand and buy clothes from the Unconditional line is because of its design ethos that combines the best elements of British and American styles. Critics say the brand has a London attitude along with a distinctly American sense of ease and simplicity. This winning combination is said to be both edgy and laid back in equal doses.
