Welcome to Brand To Watch, a style column from COMPLEX UK where we spotlight the very best emerging brands from out of the UK and find out what makes them tick and what their vision of fashion and the future looks like.
At its core, “silent” streetwear isn’t all that new. The minimalist aesthetic, defined by its clean lines, neutral tones and comfortable silhouettes, has long been championed by the likes of Yeezy, WTAPS and Issey Miyake, while luxury brands including 1017 ALYX 9SM and Jil Sander—in more recent seasons—have transitioned their design language towards one where luxury staples are seamlessly perfected.
One of the newer brands looking to leave their mark in the minimal corner of fashion is London-based label about:blank. Launched two years ago—during the pandemic—the contemporary streetwear brand has quickly become one of the go-to imprint’s for those looking to cop clean, sustainable pieces, designed to last year-on-year. Taking its name from the page which appears when a web browser has nothing else to display, it’s no secret that there are other minimalist brands who are going for similar boxy, modern tailoring like this up-and-coming label.
However, according its founders, Jack Henderson and Perry Davies, there’s certainly a gap in the market for a well-rounded brand. “For many, the issue here is price, quality, customer service, and untrustworthiness,” Henderson tells us. “We’re hoping to be able to combat that, whilst offering our piece to the fashion world.” In just over 18 months, about:blank has made serious moves, garnering a loyal following of streetwear’s best-dressed whilst pioneering a well thought-out direction amongst a tidal wave of independent British brands.
We sat down with about:blank’s Perry Davies and Jack Henderson to talk through the label’s journey so far, influences, challenges, and goals for the brand moving forward. Here’s why about:blank should be on your radar.