Brand Début: Introducing GENERAL

By Victor for Streetwear Saved My Life

Inspired by a collage of film, sport, art, music and photography; indie streetwear label “GENERAL” emerged earlier this year on the UK scene. So why “General”?

“The brand offers a wide spectrum of styles of design as it crosses boarders into all sorts of subcultures. Hence the name “General” which points out the non-specific, but the all round generalized influences that make the brand what it is.”

Sounds Halal to me. It isn’t surprising in streetwear to find brands with very generic names that go a long way in “General” they appeal to a wider audience. This is classic with skatewear brands who step onto the scene with a name we can all identify with immediately.

“General” have hit us up with their latest releases this autumn / winter 2011. A two t-shirt drop they name “mcmxcad series”. True to their name they draw on inspiration from many different styles. But in “General” they went with the college varsity theme. Consisting of a navy pocket tee with the varsity inspired back print and crest logo on the pocket, accompanied with a clean “black romans General” white tee. The latter I can only guess is a headliner that we will see re-releases of in the future.

Looking at the “mcmxcad series” it is apparent that “General” are going for the branding route. To be honest this takes three things; either a lot of time, a long bankroll for promotion or tons of online content. However, in “General” they seem to be following a classic streetwear model which is a good sign.

Generally the tees are a good look and a great start but their next move will be crucial. We will see whether “General” stick to their non-specific style and bring different looking designs to their line up.

T-shirts will be available for purchase on their online store from 22nd November 2011.

WEBSITE: WWW.GENERALLDN.COM