“Veteran
musician Paul Weller has launched new fashion label Real Stars Are Rare, a
collaboration with Phil Bickley, owner of menswear store Tonic.”
Branding
for the new label has been created by 101 founding partner Mark Elwood, working
with John Brown Media managing director Alex Silcox.
The
label name was suggested by Weller, who says, ‘The name comes from a line I
heard somewhere: “Real stars are rare… They only come out at night”.
‘Make of
that what you will, but I like it and there’s a lot of truth in it.’
Elwood
says he has been working on the branding project for around a year and aimed to
instil ‘a start-up mentality’.
He says,
‘The look is all about attention to detail – for the branding all we’ve done is
listened a lot to what Paul and Phil were saying and translated that into the
identity.’
A look-book
and website have been created, with images by photographer Simon Crane, and
clothing labels and other brand touch-points developed.
The
label is launching to trade this month, and will be available to consumers
towards the end of the year.
Weller
says, ‘Through music and clothes I was able to peek at new worlds and ways of
thinking, imagining, new prospects and possibilities. Clothes and music, music
and clothes, for me they go hand-in-hand.’
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