New clothes feel nice, but I’m willing to bet that your favourite items of clothing are the ones you’ve had the longest; the pieces that have stories to tell, the items that hold the memories.
I predominantly wear band t-shirts. In the music world, and specifically the land of heavy metal, these stories are obvious. Go to a gig, buy the shirt, support the band. Have a favourite band or album that you want to show off, wear it. Want to show how kvlt you are? Wear a t-shirt by a band who released a cassette only demo of 666 copies. This is a uniform that instantly puts you in the same club as many others wearing something similar. We are a tribal species after all.
The t-shirt you bought the first time you saw your favourite band takes you back to that magical time every single time you put it on. The hand stitched battle jacket has your sweat, blood and beer on it soaked into the patches of all your favourite bands, showing your allegiances to the world.
And it’s not just metal. I remember seeing a worn-out original My Bloody Valentine t-shirt on a boy I knew, still getting an airing despite it being almost in tatters. The guy in front of me last time I saw AC/DC was wearing a shirt that looked like he got it when he was 15. It was actually hanging off him, but you’ve never seen anyone enjoying a concert as much as this guy who was well into his fifties.
Speaking of AC/DC, I have a shirt from the 1978 Highway to Hell tour. It’s so gnarly and old it might even be original. The hardened arm pits certainly have the weight of the work of a sweaty European tour roadie.
Outdoor brands do not inspire the same love and loyalty, the same commitment but there is no reason stories of memory and feelings of affection can’t apply to outdoor branded clothing. Maybe there is just not the market or the forum to share it in.
But I’m also willing to bet you think similarly about certain items. For example, I’ve had the same shirt that’s done at least 100 Munros with me. I still wear it now, though more out of loyalty as its…well getting a bit wee. It’s the shirt honest. Throw it away? No chance.
I still wear the same salopettes I bought 25 years ago with my first credit card though, in all honesty I haven’t been snowboarding in a long time. I had to buy a new pair of waterproof trousers recently so I bought the exact same ones as I had before. I tore the arse out of my previous pair sliding down quite a steep hill in the snow, holding my giggling two year old. Every time I wear those trousers I think of that moment and the fun we had. That is worth any money.
And so we have come to our Reimagined range. Our slogans, words to live by, Rewild Your Soul and Live Deliberately emblazoned on vintage heavy duty flannel shirts. This is more than reusing, this is reinvigorating. These shirts are custom made, they are one of a kind. They exist as seen, possibly with imperfections but mostly not. They have been fully professionally cleaned to an extremely high standard before the reimagining process begun.
Let’s face it, outdoor clothing is fucking boring. It does not have to all look the same, from mountains to movie theatre, from the woods to work, these shirts are versatile and stand out in an ocean of banality. Reawaken your wardrobe and wear it your own way.
Currently listening to Olhava, some cool blackgaze/drone from Russia.