About Us

Where does the name Casual Society come from? The term casual society is a sociological term derived from scientific study and theory. It suggests that fashion tribes, otherwise known as “Casual Societies” originate from relatively small, definable areas. These subcultures with the help of music tend to spread rapidly across towns and cities and eventually across the British Isles, then onto the continent via the media. Casual Societies come together loosely for acommon cause based around shared interests, values, and beliefs, whether that be fashion, music, arts, politics or other expressive events that can draw individuals together. The evolution of subcultures normally rises to prominence in changing times of uncertainty, where societies national or international are adversely affected, by war, political and financial instability, hardship and/or discrimination, and civil action.

Where do your find inspiration for design? Since childhood I’ve been fascinated with all, but primarily British male subcultures. Teenage subcultures are a very British phenomenon which becomes ingrained at primary and secondary school age for many. Male subcultures have flourished influentially since the 18th Century. From the Victorian Peaky Blinders and Mancunian Scuttler’s, all the way through to the post war Spivs, Teddy Boys, Mods, Skinheads, Rude Boys, Soul Boys, and the Casuals of the 1980’s. Many of these groups have taken design inspiration from the Military and British aristocratic style, culture and behaviours. Where does your approach to design come from? As the creative director of the brand other than the history of menswear, military insignia, print and embroidery design, including a genuine passion for research and development has always been at the forefront of what I do. Design is a lifestyle choice, hobby and passion, and a vocation. R&D is a way of life.

What are the goals and ambitions for Casual Society? Our mission in the short-term is to deliver brands that are global in outlook, with a business strategy that is outward bound in-light of Brexit. Our brands and business are beacons for championing diversity and inclusion, whilst opposing segregating from the wider European fashion community due to Brexit. We aim to Champion collaboration with European brands to eliminate some of the damage which Brexit is having on longevity, innovation, and creativity of the British fashion community.

How does research and development affect the outcome of your garment design? The way fabrics and materials are made and applied has always been a constant source of fascination. When researching I’m always thinking… “WOW” that’s an amazing design idea and/or technology. Then automatically without thinking comes the question to mind….? “How did they do that” and “How could I apply idea to textiles design or branding? Therefore, technology and materials science and the R&D thereof is a great source of inspiration. This is reflected in the artistic embellishments we apply to garments.

Our mission in the short-term is to deliver brands that are global in outlook, with a business strategy that is outward bound in-light of Brexit. Our brands and business are beacons for championing diversity and inclusion, whilst opposing segregating from the wider European fashion community due to Brexit. We aim to Champion collaboration with European brands to eliminate some of the damage which Brexit is having on longevity, innovation, and creativity of the British fashion community.

Our approach to design, manufacturing, and marketing draws inspiration and owes as much to the subcultural history of British menswear, as it does to the commercial approach and success of luxury and mainstream brands such as Reiss, Paul Smith, Ted Baker and Superdry. Not to exclude our continental cousins such as Stone Island, Hugo Boss, Kenzo, D’Squared, Moncler and industry giants such as Zara and H&M.

The difference being there is a wide chasm and niche market to be infiltrated and captured in the Sports-Luxand Luxury casual wear markets within the UK and Europe. To achieve our business objectives, we have opted to build a “In-house – Vertical Manufacturing & Digital Marketing Infrastructure First” approach when developing our business and brands.

Our vision for Casual Society nationally is to compete in terms of innovation, design, quality, flexible price points, bespoke fabrics, and high-end accessorising and branding, when embellishing our products.

The power of our own atelier and digital marketing sales hub provides us the advantage of being able to ramp up production turn-around and lead times, with the ability to react to new trends seamlessly, at a much faster rate than our nearest competitors.

Our B2B aims and ambitions long-term, is to capture the attention and imagination of the mega online retailers such as Selfridges, Farfetch, Matches, Mr. Porter and others who deliver well established routes to the European single market and the USA.