Just make sure you don’t make me sound boring,” streetwear brand Ringspun’s owner tells Drapers. As if that was possible.
If anything, David Mallon shares the same, somewhat cocky characteristics he believes typify Mancunians, characteristics he says ensure the city retains its unique position on the UK fashion scene.
“I’m from Manchester and the fact that Ringspun started in Manchester was a great thing. It’s miles cheaper than London but the energy, vitality and great resource of people is what makes it stand out. We’re very peculiar people, with a huge chip on our shoulders, but we think that gives us the right to take on the world.”
He adds: “It’s an inherent belief that we are better than everyone else. [Britpop band] Oasis is a good example. Maybe this attitude isn’t as relevant now but that ethos and personality has definitely helped [to define] us.”
Ringspun marks its 10th anniversary this year, prompting the question of whether Mallon will celebrate the landmark event. “Fucking hell, we might have to, now you mention it,” he laughs.
Mallon insists that Ringspun’s success is down to product, and product alone. Marketing and PR haven’t been part of the strategy, until now. “I’ve always been a product guy and Ringspun has become a brand off the back of interesting product, something a bit different,” he says.
“We’re still commercial but we offer that bit extra, the attention to detail.” For male customers in particular, Ringspun is a “bit of a hidden brand”, and a newly created in-house marketing team will work to build brand awareness.
“Guys tend to be more brand-driven, more nervous about how they dress, and they might not know they own a Ringspun T-shirt, so we’re making a concerted effort [on the menswear side] to be a consumer brand,” says Mallon.
“We’re going back to basics, putting together a brand bible then driving that forward.” Red (Manchester United) or blue (Manchester City)? Blue.
David Mallon is the owner of streetwear brand Ringspun