Aries is a London-based, woman-founded apparel label that fuses irreverent streetwear styles with a high-fashion aesthetic while maintaining its underground roots. The label, founded by Sofia Prantera and Fergus Purcell in 2010, takes elements from rave culture and streetwear fashion from the 1980s and 1990s.
Common themes include tie-dye prints, T-shirts with bold screen printed lettering, and in-your-face slogans ranging from "NO PROBLEMO" to "stoned." The Aries Recycled Problemo Knit Jumper Black features "no problemo" scrawled across the chest in a typewriter-worthy font. It's crafted from black yarn with hints of orange and boasts a traditional crew cut silhouette. In addition, many of Aries' products are modelled by women, creating a female-inclusive space in the often male-dominated world of street fashion.
Unlike many boutique streetwear labels, Aries offers a surprising design breadth beyond T-shirts and sweatshirts. The label boasts a variety of outerwear essentials, including vests, jackets, and scarves. The Aries Fleur Fleece Gilet Multi features an intricate floral jacquard pattern reminiscent of the textile designs of William Morris. The vest features an oversized silhouette that harks back to its streetwear roots but adds premium hardware and print details that elevate the piece.
No stranger to partnerships, Aries has collaborated with FILA, Reebok Classic, Malibu, Clarks Originals, Crocs, Umbro, and Mia, among other labels. Despite the range of Aries' creative reach, the brand stays true to its playful yet celestial roots. It often features products with cartoon characters, Roman-inspired details, and bold graphics in the women's, menswear, and unisex categories.
