Purrpspace: A Brand Taking Giant Leaps
Backstage, at Leicester Fashion Week , there is a formidable cast of designers, models, make-up artists, photographers and set co-ordinators expending their creative energies on putting on a great show. The eclectic designer line-up includes the likes of Studio Karro, Ania Szcygiel, Donna Marina and streetwear afficionados, Purrpspace.
Clinton Stevens, who stands at the helm of the unisex brand, is a man with a steady aim. His goal is clear and within reach. Judging by the phenomenal reaction so far, his London-based brand is poised to take pole position in the crowded and competitive market of streetwear with the soon coming launch of what will undoubtedly be their break-out piece –a full-length hooded trench coat. The release is months away and there is already a waiting list . . .but we’ll get back to that.
He urges me to try it on but it takes a few attempts. It’s not that I don’t like trench coats – but at a dimunitive 5ft 2 I’m just not sure the affection is reciprocal. When my reluctance eventually wanes I am suitably impressed. The weight of the coat is immediately felt but oddly not in a burdensome or cumbersome way. It’s more like a reassuring weight – akin to the heaviness I’d expect of a Rolex watch. The quality of the fabric and workmanship is frankly obvious but observing this on the hanger bears no resemblance to the transformative experience of actually wearing it.
It’s a strong piece and Clinton knows it. Think next-level luxury street fashion outerwear with versatile styling options that give it an appeal beyond the traditional streetwear demographic. He tells me they’ve had showings in London galleries to wild acclaim. Ezekiel, the brand’s newly installed Creative Director, shows me footage of the market research they’ve done – live feedback on their pieces from the streets of London. Meanwhile here at Leicester Fashion Week a stylist uses the navy offering of the coat as part of her ensemble for the ‘Style-Rivals’ competition – and wins.
When we get to a lively discussion on RRP, Clinton remains surefooted – describing the market he wants to target with his pricing strategy. Nothing has been decided without thought or reason. And when it comes to materials expect no shortcuts. Clinton is selective with his choice of fabrics and proudly so. At one point he leads me to Ezekiel who is wearing a Purrpspace hooded sweater. “Feel this” he says, rubbing the inside of the sweater hood. “French terry.” Thankfully, before I blurt out ‘who’s Terry?,’ he explains this is a knit fabric made of 100% cotton. The hoodies by the way have all sold out. In fact most of the pieces on his online shop have a ‘Sold Out’ status. But knowing this shrewd East Londoner albeit briefly, I suspect even this is a calculated move. After all exclusivity isn’t achieved by flooding the market.
Later in the day he shows me images on his phone of his first designs some years ago. I see nothing terrible but it is clear that he has journeyed far. And he knows this too. Although not formally trained in fashion design himself , he counts many designers in his peer group – who often take cues from him.
He is easy to be around and through multiple interactions with him during the day I find myself increasingly impressed by his balance of vision and pragmatism. I am genuinely excited by what the future could hold for this brand and for Clinton himself who has a restrained but compelling demeanor. He believes in his brand and as the day wears on, so do I.
At the bottom of the trench coat is the famous Neil Armstrong quotation: “That’s one small step for man, one giant leap for mankind.” I am intrigued when he explains that he’s always been interested in space mission and the brand name stems from this fascination– hence PurrpSpace.
So this is a brand with a mission and crew who stand poised on a precipice. The next step – a product launch scheduled for February 2022, will be akin to a leap of giant proportions and I for one will be booking my front row seat to witness that historical landing. ( which brings us full circle back to that list of pre-orders . . . )
