In its original form, the brand was a cult favourite amongst ravers, musos, cool kids and reggae fans alike.
Now, after undergoing a creative refresh, the brand owners have worked to rejuvenate the brand’s image and to breathe life back into the drawings of Dready’s original artist, Robert Sidlauskas. The new range has been created in partneship with Florence and The Machine’s Rob Ackroyd, a lifelong fan of the brand.
Speaking of the collaboration, Ackroyd commented:
“One afternoon last year I came across an image I hadn't seen in almost 20 years. It was a photo of a tattered bomber jacket with a stitched Dready crest on the back panel. I was instantly cast back to the first few years of secondary school, walking the halls and being pushed aside by a group of 5th formers all adorned with undercuts, Technics record bags, and Dreadybombers.
I guess these guys were the temporary zeitgeists; they smoked, they drove and they distributed their own d'n'b mix tapes. I was in awe.
I tried to cobble together the outfit assuming the lifestyle would just follow, but the closest I got that year was a Herbie record bag from the market.
To me Dready represents a time and a place in Britain where popular culture wasn't so homogenised. It was the dawn of Britpop, Goldsmiths College was producing young trailblazing artistic minds and LTJ Bukem's 'Return to Atlantis' was the big tune. I wanted to re inspire some of that spark into the Dready brand, retrace its roots and return it to those very sensibilities that impacted on me back in the day”.
Preview the new designs below, and check out the full range here.