A SURREY couple from Reigate are set on recapturing the tradition of original old school Surf lifestyle brands by reflecting their passion for surf safaris and beach culture through their self-styled clothing designs, under the trademark Steamer Lane.
Their first range of T-shirts are inspired by Steamer Lane in California which from humble beginnings became the proving ground for surfers in the golden age of the 50s and 60s. The clothing has been designed and developed by Antonia and Philip despite neither having any experience or training in the fashion industry.
Philip said: "The industry is monopolised by multinationals, some of whom can trace their heritage back to a similar old school tradition of Mum and Dad surf brands in the 1970s, when they were motivated by passion and creativity rather than market share and shareholders.
"Everything we do, our designs, labels and logos are hand drawn and coloured on the vintage wooden drawing board saved from the scrap heap and permanently housed our conservatory. "We're driven not just by our budget, which is tight if virtually non-existent, but to invest individuality into our clothing. It's not mass produced but from the number of hours we put into it and the attention to detail, our clothes reflect not just great value, but our values. That's all part of the journey for us, because we believe that buying a brand is more than just a label; it's owning and sharing in a part of an experience, a real lifestyle born from real life experience."
Antonia said: "Our part Australian heritage seems to be a natural influence on a lifestyle in which the ocean and surfing has become almost a philosophy for life, which is no surprise given pretty much every Aussie lives within five miles of the coast! Our travels have led us to some of the most beautiful places around the world, where sun bleached sands are kissed by crystal clear turquoise seas and volcanic cliffs are the land's last bastion against the unbridled power of the ocean. Our clothes are a wearable postcard of our adventures."
Notes to editors:
Steamer Lane was started by Antonia Rees-Brown and Philip Harmer on a £3500 budget from which we undertook every aspect of the development of the brand, from initial concept, design, logos and labels, trademark registration and marketing. The clothing is exclusively retailed in the UK via their website http://www.steamerlane.co.uk
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SOURCE Steamer Lane
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