Topman’s Britannia tees

Arcadia’s menswear retailer Topman has launched a t-shirt collection to celebrate and support home-grown British talent. The range designed by NewGen Men designers James Long, Katie Eary, Lou Dalton, Sibling, and Christopher Shannon epitomises all things British with £5 from the sale of each t-shirt going to The British Fashion Council Princess of Wales Charitable Trust to support young designers.

The project launched last week, in advance of London Collections: Men, which takes place June 15-17, and each designer was asked to create a t-shirt designed around the title ‘Menswear Rules Britannia’ on a premium white roll-sleeved cotton tee.

The five piece collection includes: a Union Jack printed tee by James Long; Lou Dalton commissioned Alexa Walker to draw faces of British icons including Elton John and David Bowie; Katie Eary drew inspiration from two of her favourite things, the screaming cheetah and the British Military; Sibling designed a print reminiscent a fun day out using the British colours of red, white and blue; and Christopher Shannon renowned for re-working sportswear went with his trademark all-over print with the slogan Man Up.

“With these limited editions tees Topman joins in the Great British summer celebrations with a language uniquely its own. Committed to supporting the best British Designers through our New Gen Men initiative theses exclusive print tees will endure way beyond the "Jubilee" moment,” said Gordon Richardson, Topman Design Director.

To celebrate the launch Topman commissioned British Cinematographer Craig Thomas to shoot a British themed short video clip. He captured a day out sightseeing for five London boys, showcasing the t-shirt designs and encapsulating the essence of youth and London life.

Prices for the charity t-shirts start at £18 and will be available in selected stores worldwide and on-line at topman.com.



Images: Topman