Future Fashions

If you're looking for a hot new outfit for the park this summer then perhaps you should check out Fenchurch clothing. Originally set up as a skate clothing brand, a series of bold designs and strong marketing has lead to it quickly establishing itself as a mainstream brand. Named after Fenchurch Street railway station in London , the brand was launched with great fanfare by employing a host of professional skaters and BMXers to rip it up around the place wearing their gear.

Skate brands such as Fenchurch clothing have come more and more in to the mainstream in recent years for two reasons. The first one is that skateboarding and other urban extreme sports have been a generic youth identifier since the heady days of Generation X, pushed front and centre by any brand wanting to appeal to a “young” market. Despite now a tired old cliché used almost to the point of self-parody in certain sectors, skating has been “cool” now for so long that skate wear and casual summer wear are very much the same thing, regardless of whether you skate or not.

The other reason for the mainstream infiltration of skate brands such as Fenchurch clothing is that the aforementioned generation x are now in their late 30s. They still want to buy the same brands, but can't help but be attracted to slightly more mature cuts. This has lead to brands like Fenchurch clothing offering some “softer” skate wear ranges that are really just fashion clothing lines with skate wear branding.