Where the runway meets the street

Hailing from London, S.O.O.N. (Something Out Of Nothing) presents its inaugural collection for Spring/Summer 2014 with a lookbook and accompanying zine. Taking on classic streetwear staples such as T-shirts, long-sleeve tees, hoodies, reversible sweat shorts, and a quilted coach jacket, all prints are hand pulled in-house at S.O.O.N.’s studio on Ridley Road Market in Hackney, London. The lookbook features East London’s upcoming creatives and was shot by Mollie Mills. Founder and designer Jonny Grant explains the brand’s origin:

“The name of the brand is the embodiment of my own experience and attitude towards building a career within the creative industries; starting from nothing and grafting your way up to something using the resources you have. S.O.O.N was conceived to represent an accessible ideology that it’s audience can relate to. We’re responsive to youth culture and here to inspire and support a hustle-and-grind generation.”

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