アンダーグラウンドのインスタグラム(resul80k2) - 8月10日 08時39分

[6/6] As movements have splintered and cross-pollinated with increasing speed, Underground has no fear of exploring the unknown whilst remaining a touchstone for those for whom style is synonymous with intelligence, independence and rebellious spirit.

Today, a new youth culture is emerging, one that challenges all together a society deemed oppressive, notably by breaking the codes of gender, races and cultures. By its history and values, Underground follows that path, its DNA made of a relentless feeling of ‘never enough’. Through this history, you can see the brand has remained consistent and loyal to its origins. British sub-culture and music are at the very heart of the brand. It inspires us and we hope that we inspire those in our relative universe. From the early Manchester days of Post Punk through the years of Madchester and Jungle, to the Indie or Grime of now, the music soundtrack is always with us and ingrained in our aesthetic ventures. The multitude of genres, voices, beats and melodies that we look to is vast- as with those who reversely don our apparel. Everyone from Adam Ant to Lady Gaga has braced the stage, and accomplished a huge feat doing something they love, dressed in Underground.

It was those formative rejections and demeaning labels that squared our character, lit a fire underneath us. Yes, we’re unorthodox. British and Independent. We march to our own beat. So that today, we are in a position support the independent labels, the Vinyl stores, the designers fresh out of school and the garage bands. We shout out for the independent venues, the social clubs, pubs, and for the clubs that are under the threat of being closed down. Knowing our humble, renegade beginnings, we look to support the new, the unsigned, the upcoming and the established - all of them share our spirit. As do our faithful and eclectic clientele. Underground boasts a sizeable but rare crossover in our customer and inspiration base- the bands or artists that inspire us are commonly the customers we serve. The give and take between the two is a prized and unique one- and we look no further than our precious consumers to see where our constant evolution takes us next.

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