It gives me an enormous sense of pride to finally introduce the next piece of the Awayday Apparel masterplan. Adi has shown an interest in the brand from day one and it is my pleasure to tell you all he is onboard and the main man behind all our work moving forward.
Ladies and gentlemen I introduce the genius that is
49 YEARS OLD
Designing & engineering clothes has been my lifelong passion; since I first decided (as a 13 year old Mod/Suedehead) that I’d learn to make suits and always look sharp to discovering the innovative clothing engineering from legendary Italian designer; Massimo Osti.
"Over 30 years down the line & having the good fortune to head the design for Osti’s label - Boneville & Osti influenced brand MA.Strum, I still love designing clothes; I’ve worked for Iconic British brands like Baracuta, Firetrap & cult label Hope & Glory, alongside international giants such as The North Face and Timberland too; recently I’ve had the good fortune of lecturing and teaching Men’s casual design
Naturally, I also still love the game who’s fans made this Casual style of clothing their own (I’m a lifelong Man City fan - being a son of Manchester, although I now live in London with my wife ) and the terraces still inspire and influence my design philosophy.
Music is also a massive passion; I looked up to Paul Weller in both The Jam & Style Council as a kid (and Weller’s fusion of Mod/Suedehead & Casual style in TSC inspired my personal style.) But it was Soul music (Northern Soul, Funk, modern Soul, etc) which really captured my imagination and I’m still obsessed by it today; regularly attending all-niters in the UK and abroad.
As would be expected; I’m still a clothes obsessive, I still love the styles of clothing I wore during my formative years & continue to inject that enthusiasm into my design.
With Awayday Apparel, I know the opportunity to revive the styles that shaped the Terraces and the way we dressed is massive; I’m looking forward to working with Allan & all the people who’ve supported the brand, listening to what you want to see in the range and to reclaiming the style that we wore back in the day. I’m excited to be joining the firm and hopefully putting some top class clobber out in the market".