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In today’s retail climate, the potency and longevity of products is more ephemeral than ever. The terms "premium", "limited" and "special edition" are thrown at items that fail to fit a sincere definition. Things just seem to appear. The who, how, and what aspect that tells a garment’s story—the story that makes it special—is lost in a mire of marketing banter.
While this view may seem overly negative (and, in fairness, it is), the nature of how the industry has evolved ironically makes it easier to identify the brands and people that work with an ethos that remains unvarnished to a core audience. As mainstream consumerism flattens the market, those who hold out for a more authentic approach stand out more clearly.
Richard Hobbs’ REAL REAL GENUINE produces limited, collaborative pieces that are true in nature. No marketing ploys, no ‘special holiday’ editions. Just garments and accessories (and even some fragrance) that are special because they ooze quality and personality. Hobbs translates a vast history of getting things made into an ethos of creating the best possible product, and he gives his customers the opportunity to join a rather exclusive club. I say this partly tongue in cheek, because while the numbers of the items are limited, the nature of the appeal is universal. RRG offers streetwear basics (denim, tees, and crews) that speak to an unspoken interest in the story, the quality, and the subtle differences which make "streetwear" appealing to so many people.
Mr. Hobbs and I exchanged emails over the course of (roughly) a fortnight.
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