Introducing Forgotten Future: for the rebel with a cause

It is rare that you stumble across a fashion brand that so perfectly encapsulates what you have been looking for, for what seems like your entire life. Trawling the high street, surfing online; I often find myself at a loss when searching for that perfect brand that suits my particular style aesthetic to a T.

Put it this way, I have passed 30 years old, (not saying by how far), and I struggle to find age-appropriate attire that still has the right amount of what I term the “downtown” effect. I like edgy. In terms of practicality, I often find myself veering towards preppy with a twist. The heady days of my rock ‘n’ roll 20s in New York City are behind me and as I mature as a person, my wardrobe must reflect this.

This, I’m sure, is the post-20s-case scenario for legions of men out there; if you are looking to maintain that “downtown” cool when dressing, but also looking to grow up; or even  if you are a younger man who is looking to update and refine his wardrobe. Stateside guys have designers such as John Varvatos catering to their every need, but for those in the UK what are the choices? Allow me to present you with your answer: Forgotten Future.

 

This UK-based brand ticks ALL the right boxes. Forgotten Future was founded in 2009 by Central Saint Martin’s graduate Richard Dawson who, as with many of his alum, has gone on from what is arguably fashion’s most famous breeding ground to become a cult designer about whom there is no doubt that a long and illustrious career lies ahead.

 

We need look no further than Dawson’s past collections’ inspiration points to realise that in him we may have found our new fashion god. Forgotten Future’s debut AW10 collection was inspired by the No-Wave music scene of late 70s NYC, the SS11 collection was inspired by post-war utility and vintage sportswear and AW11 was again inspired by vintage and also Perry Ogden’s “Pony Kids” book. You can see what I am saying!

The forthcoming AW12 Collection is entitled “Gutter of Fortune”, this alone is enough to make one fall in love, and is possibly one of the truest slogans you could ever come across! AW12 is an eclectic mix of black, red, blue, white, and tan sportswear-inspired clothing with a brilliant 90s post-raver feel. The lookbook model shown here is the epitome of a stylish rascal, a neo-Madchester lad in his Forgotten Future attire.

 

The use of panelling helps lend to each item an air of individuality whilst the red and blue add a healthy splash of colour that is not excessive. Forgotten Future ticks all the right boxes: it has style and substance, looks obviously well-made and is not to outré, but through the clever use of colour, some quirky prints and the sure-to-be iconic slogan “Gutter of Fortune” emblazoned on sweaters and tees, still conveys a healthy level of rebellion and non-conformity. From the slick workwear jackets, to the sturdy-looking perfectly shaped t-shirts, and some of the most amazing trousers you will ever see, this collection is a must-have for grown up insurrectionist and young style revolutionaries alike.

Forgotten Future is stocked at Beyond The Valley in London, on ASOS  and Oki-Ni.com.

Click here to visit the Forgotten Future website and find out more.

Ian Michael Turner