The collective collaboration of ideas and interests between model-come-musicians, Josh Beech and Dean Richardson, established the street wear brainchild Cut & Run London.
Their current A/W’13 collection shows influences from both the laid-back LA lifestyle, and the grittier hipster London scene. With both Josh and Dean spending time traveling across both sides of the Pacific ocean with their bands, they experienced the surf and skate culture of LA firsthand; incorporating it with the heavily musically synced London style. The result is a collection of minimal clothing pieces in clean, muted winter palettes for men and women. T-shirts and hoodies in greys and blacks hold statement prints that symbolise the free spirited LA’er. Pair this with some of Cut & Run London’s strong accessories line; classic knitted beanies and utilitarian structured rucksacks, perfect for the style conscious hipster.
In its first year, Cut & Run London sold out of its debut collection in its entirety, leaving Josh and Dean filled with the confidence to push themselves to create their most focused and diverse collection yet. Naturally, tying their musical backgrounds in with the design process, they observe a type of sound with the style of clothing within that scene; using it to influence prints and shapes of clothing.
As such an interactive brand, the Cut & Run London blog holds a treasure trove of behind the scenes video footage and an intimate photo shoot with Josh and his fiance Shenae Grimes. The images lead an insight into the boys’ lifestyle with the black and white images sharing the laid back lifestyle that Cut & Run London hold. Expanding the way customers experience the brand, by tagging Cut & Run London on Instagram, the users photo will appear on the website as a way of connecting the brand and customer.
Currently available to purchase online, you can expect to see Cut & Run London in more boutique stores in the not so distant future as well as an exclusive more focused, ambitious women’s collection, currently in development.
Words: Rachel Campbell