A new London brand, Violent, is set to launch its first drop today. In an alternative to the fashion's typical buzzy name releases, the creative director has decided to remain anonymous, despite being a recognisable name to the streetwear community, as he wishes for the focus to be on the clothing for the beginning of the brand's journey. Violent's creative director has also pulled in a number of collaborators from across the fashion industry, who are major names in their own right.
The hoodies are hand-dyed, featuring a rubberized puff print on the front that features an anagram of Violent, spelling out ‘Not Evil’; raising questions about what the word 'violent' can mean. The hoodies feature side hidden pockets, instead of the general kangaroo pocket typical to hoodies, and also features small logo embroidery on the sleeve.