David Mallon, owner of streetwear brands Ringspun and Elvis Jesus, is launching an “anti-fashion” label as a joint venture with actor and presenter Ross Kemp.
Mallon and Kemp will join forces to launch the brand in July 2013, aiming to fill the gap for a “quality, durable menswear brand”.
In a nod to the collection’s military influences, it will be called Standard Issue – a term for the uniform given to those who join the US army.
“When I was first out in Afghanistan I would look at the guys soaking wet in the trenches and their clothes would literally be rotting on them,” Kemp explained. “It stimulated the idea of quality, long-lasting clothing for men”.
Mallon added: “It is a brand for proper blokes. It will do the job it needs to do and perform as it should perform with no bluff and bluster. It is essentially anti-fashion.”
Product will cover the spectrum of menswear from underwear to denim and T-shirts.
The two-man team is planning to wholesale as well as retail on a global scale, although they declined to specify which territories it would be rolled out to.
Kemp, who has won Baftas for his documentaries, sought to put distance between Standard Issue and other celebrity collaborations.
“I am definitely not trying to tell people to look like me,” he told Drapers. “The idea is to fill a gap in the market for a solid, trustworthy brand. So much advertising today is androgynous – most blokes don’t look like that and never will.”
The brand will donate 5% of sales to charity. “The specific charity will change each year but it will always be transparent exactly where that money is going to” said Kemp.