The resulting products are often described as minimalist. That's because most of the branding is concentrated on the inside of the garment.
Like the signature REDS embroidery at the inside waist-band – a detail borrowed from a tagging system once used in industrial laundries, or the back labels which are modestly tucked under the waistband rather than over it.
Minimalist is not, however a word that describes the mascot made famous on the tags & graphics – the designer duo's English Bull Terrier, hank.
“He represents the true spirit of the clothes – no frills, strong & efficient & it's his sense of self-importance that we communicate thru' our T-shirts & graphics.”
The brand is about simplicity & personal appeal. Ironically, the anti-trend stance of REDS is a refreshing trend in itself. What you end up with is a garment that has individual flavour, not something that's available in every second store.
marketing@alchempro.com
