Built on 100 years of outerwear excellence & motoring innovation, British heritage and decades of dedication.
Collection launching in-store & online Wednesday.
This is absolutely my favourite piece we’ve made in the past 15 years. The intricacy and attention to detail, the learning and building process with @belstaff , the archival referencing and re-imagining in a rep dna is intense for a single garment. Though the work speaks for itself, I would be doing it a disservice if i didn’t mention the shaping and silhouette, the skins, the palette, the pin-tucking, the airflow perforation, the padding, the hardware…
Thank you to the Belstaff for letting us dig deep on this one.
HEATON
Shown here is the 2nd drop by GH. Adding to his minimalistic, refined and detailed silhouettes, introducing the Shrunken Zip Hoodie, the Shrunken Sweater, and Wool Knit Long Sleeves, in a monochromatic palette.
Launching Wednesday 8PM UK 12PM LA, exclusively online & in-store with very limited quantities.
33.
15 years into this world-building and still to this day every year I spend the day reminding myself that I get to build the best brand in the world. The feeling is unexplainable. I flew back to the UK right after a workshop at our LA store with hundreds of guys & girls.. to work with the team at Manchester HQ & London design office and see my family. I still can’t explain how it feels… I go to a restaurant, every single table had a represent piece on it… every person I see running in 247… Into the city with Jake to host a talk & race, hundreds turn up… Closed the London store for a private shop and guys at the door just want to show us their 247 tattoos & iturns into an hour conversation.
i’m so proud of this ship we sail, through the rough seas. I am betting everything on us, against the world.
So this post is a celebration to everyone who invests in our pieces, follows our journey, walks into our stores, runs our races, tells a friend, we will never ever stop doing the best work we can, to build the best brand in the world.
Some of my favourite quotes from this years mission to build the best brand in the world:
- if you compete on price, you’ll always lose to someone more desperate than you.
- There will be a day where you can no longer do this, today is not that day.
- The opposite of success is mediocrity, not failure.
- They can copy absolutely everything we do, but they are still not us, and never will be.
- If you avoid wanting to be challenged physically, you will be challenged physically, same applies to mentally.
- Success is a game of who has the most patience.
- A rising tide lifts all ships, a rough sea finds who’s best.
