Going Underground with Olli Hull
When Swift spoke to London-based designer and artist Olli Hull at the start of 2023, he told us that one of his ambitions for the year was to collaborate further with like-minded brands and creatives. As we ushered in 2024, it was no surprise to see that one of those collaborations has come to fruition and that this particular partnership is with the seminal subcultural footwear brand Underground England.
Underground England has been at the heart of a distinctly British-style culture since the brand's inception in 1981. Having been the go-to footwear brand for successive fashion tribes and subcultures for forty-odd years, the label's DNA is imbued with an encyclopedic knowledge of streetwear's cultural codes. It's an aesthetic they continue to define and refine. An aesthetic that places them both under the radar and in the know. Referencing emblematic eras from Northern Soul to Northern football terraces and punk rock to rave, they are a brand that transcends decades and youth cultures.
The 21st century has seen a new generation, no longer defined by gender or societal constraints, embrace Underground England footwear with androgynous, authentic and distinctive silhouettes. Olli Hull is part of that generation and was the perfect exemplar to apply his stunning signature artwork to the brand's classic Wulfrun Creeper and the 14 Eyelet Steel Cap Ranger Boot and give this heritage hero footwear a contemporary reinterpretation.
As Olli told us, "Whilst designing the artwork for these shoes, I thought a lot about my own experiences growing up, and how as a Queer person, I have always felt somewhat 'Underground' or outside of the 'norm'. As I reflected on the LGBTQ+ community in London, I began to notice traces of subcultures and Underground movements that have been before us, who all wanted to disrupt the status quo and reimagine a new way of life."
He expanded on how he wants the collaboration to reflect his values and sensibilities and how this latest iteration of the Underground England story resonates with him and all those seeking to make our world a more inclusive and welcoming space for all its humans.
"I wanted these shoes to celebrate The Underground as I know it, which is the rumbling belly below the spectacle of the mainstream that hungers for self-expression, champions authenticity and encourages positive change. It's the Trans pride marches, The Extinction rebellion protests, Secret warehouse raves and 'Dalston Superstore' on a Saturday night. It's that place where, for a moment, everyone is free. "
With each pair custom-made and underpinned by the ethical intentionality and sustainable ethos that characterizes both brands, this collaboration champions Britain's rebellious style heritage and showcases both those long-established and newly emerging designers who continue to make it the home of subcultural style.
The footwear is available as pre-orders from both the Underground and Olli Hull online stores.
Many thanks to Harriet, Becca and the team at Black PR for all their help.
