They say location is everything, but London fashion has turned its back on Bond Street. The focus has switched to the rather less salubrious districts of Hackney and Holloway thanks to a must have item that’s perfect for people who can’t quite remember where they put their flat.
Ever since Sophie Ellis-Bextor celebrated her chart victory over Victoria Beckham by donning a T-shirt emblazoned with the word “Peckham”. the idea of wearing your postcode on your chest has become very hot indeed. Actress Saffron Burrows has been pictured wearing deeply glamorous Hackney, while Gail Porter. Sinead O’Connor and even Emma Thompson have dipped into the T-shirt line which ranges from Brixton to Soho (available in sexy diamante), not forgetting the all-encompassing “Souwf London .
The man behind the T-shirts, designer Kaveh Savage, 40. Has been working in fashion for 16 years. He says he launched his location T-shirts in a fit of patriotic fervour: “It was bugging me that all our young kids dressed as if they were from the Bronx even though half of them had never been out of the country.”
And don’t accuse Savage of having a London bias. A similar range of T-shirts was launched in Manchester’s Top Shop stores (Glasgow was next on the map) but was discontinued after being snapped up by territorially-minded gangs of youths. “We were advised to drop the idea,” says Savage.
So what if you are from Gillingham or Auchtermuchty and want the T-shirt to prove it? You can order one-off versions at only £10 more than the regular £19.50 price. Saffron Walden, anyone?
PECKHAM VS BECKHAM: Chart-topper Sophie Ellis Bextor couldn’t resist wearing this Savage London T-shirt, while Gail Porter and Saffron Burrows have also joined the trend.