Aries, something so much more than a star sign

Aries can be best described as a merger of the worlds of streetwear and high-end fashion, expressed through collections influenced by the '80s and the '90s. It all started in the '90s when designer Sofia Prantera moved to London to study fashion at Central St. Martins. Deeply influenced by the mid-'90s rave culture, Sofia's desire was to create high-quality streetwear for cool girls in a male-dominated streetwear landscape. As a result, she founded the skate brand Silas. Even though Silas was a well-respected brand, Sofia realized that she wanted something different. In 2007, while she was pregnant with her second child, she felt that it was a good time to stop and therefore she sold Silas and gave everyone one year's salary. That's when she met Fergus Purcell, a graphic designer known for his work with Palace Tri-Ferg.

Realizing that they have a lot in common, they decided to create their own brand, with Sofia giving Fergus complete freedom into creating the brand's identity. As a result, in 2012 Aries was born. The name itself comes from Purcell's interest in star signs, being an Aries himself he was drawn to how its associated qualities aligned with their vision for the brand (leadership, fierce creativity). Aries doesn't follow seasonal releases and with its high-profile collaborations and countless collections, the brand has grown significantly.

One of the most notable collaborations is the Stonehenge-themed collection with artist Jeremy Deller and legendary photographer David Sims, which is well known for its humorous logos, such as ''Make archeology sexy again'' and ''Stonehenge: built by immigrants''.

Aries x Umbro collaboration 2021

The culmination of Aries popularity came with the 2018 and 2019 fashion awards nominations for emerging both womenswear and menswear. From the look of things, Aries will continue to innovate in the fashion scene for many years to come. It is as Sofia herself says: Rebellion means going your own way!



Eastpak x Aries collaboration 2021