for someone who really loves fashion and is deeply immersed in its culture, intricacies, and history, i hate clothes shopping. i thought since moving closer to london i'd be in paradise. nah. can't cope with it. slowly coming to terms with the fact i'll be rocking the same three fits eternally. that said, there's one brand who are on my mind often. a cut above. tekky. meet avere forza.
to anyone familiar with the brand, their quality should come as no surprise. the brain child of fashion and culture content creator geoffrey owusu, the brand is a product of its environment in the best possible way. geoff's content is some of the best out there, hands down. his encyclopaedic knowledge of football and fashion culture makes for some incredibly entertaining viewing. educational too. every day's a school day. i find myself binging his content a lot. he also spent a year with the basement, interviewing some of the most influential folks in the space, including tremaine emory and skepta. proximity to greats isn't always a guarantee of greatness, but it did the trick for avere forza.
take the brand's latest offering, the griffey jacket, the name itself a reference to legendary baseball player ken griffey jr. shit got me thinking about the homer and the bat episode of the simpsons. talkin' softball. i'm getting distracted. this drop encapsulates why avere forza are on their way to becoming one of the most crucial brands in british streetwear. they just get how things should be done. a fitting reference point. rich colours. that shade of red is making a lot of sense. distinctive imagery. their promo shoot for this was so simple. backdrop on a wall. and yet it works. there's something aspirational about the brand. a mix of true diy thinking with quality materials, painstaking attention to detail, and a deep cultural bag and appreciation for why fashion and sport are so intertwined. i'm all ears whenever there's a drop. need to get my bread up and fill my wardrobe with their garms. they're the ones.
cheers.