The London based and bedroom-born brand turned globally acclaimed community has announced its most experimental collection to date for the Fall/Winter 2020 season.

PHUG illustrates the first taste of their creative chaos that fuels a full 30+ piece AW20 collection which embodies their graphically playful designs straddling across winter warmers. They include charming knitwear, heavyweight hoods, skate-inspired t-shirts paired with a selection of matching hoods and sweats. Also expected to release is a remix of Phug’s sold-out corduroy trousers in four tasteful colour-ways. The first instalment debuts a never-before-done jacket emblazoned in various speciality patches dominating a navy oversized MA-1 bomber jacket. The freshly released drop is titled ‘Triple-A’ – a befitting title that comes to life, with its meaning ‘Access All Areas’.

The debut Fall capsule launched live on Sunday 4th October and is explained by Co-Founder & Multidisciplinary creative Soren Harrison -“Inspired by a time when getting an AAA photographer pass felt like everything – we wanted to design a drop that paid homage to all the people who know that feeling, who have or are yet still trying to get their foot in the door – wherever that may be. Dedicated to a generation behind the curtain, we thought a jacket with patches like PHUCK THE SUITS and IM WITH THE BAND might be more than appropriate”

The capsule also offers a hand-dyed, spacious tote bag and unveiled three colour-ways of graphic T-shirts, blending emerald, light pink and blackout hues. To finish, the release is not a truly PHUG without a fun sticker and accessories pack complete with stickers and printed badges. A pass of approval for the winter season ahead, the PHUG brand is a uniform for the inner-city and rural dreamers and designed this collection with “You & I” in mind. An official campaign video was produced to announce the collection featuring alternative music show-runners Boy Pablo & Jimi Somewhere who sport the new items they way they should. Watch the full video here at vipermag.com

PHUG ‘TRIPLE A’ Campaign Film

Stay Connected with PHUG as they’re unveiling autumn/winter collection and all style news from Viper by following @phuggers & @vipermagazine on social platforms.

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