[STYLE] ENGLAND’S OLDEST WORKWEAR BRAND CELEBRATES ITS COMMUNITY OF CRAFTERS
M.C.Overalls believe in the power of self-expression, nurturing creativity and the value of working hard. Creating durable, gender-neutral and versatile daily staples – clothes to work hard for the hard-working.
Their latest campaign combines the values of the past to champion its current community of creators. The creative explores the brand’s mission statement of ‘We Work Hard’ through a literal interpretation of the product being a blank canvas, combining this with analogue photography techniques and using subjects close to the brand and its values.
The brand’s distinctive style of heritage workwear staples with a modern twist is just as at home adorning a model on the catwalk in Paris as it is on the back of a brewer in Brixton or styled on a rapper on stage at Glastonbury. Aside from their original 1920’s cuts of classic dungarees and overalls they have explored their heritage with more contemporary pieces like work and coach jackets, durable shirts and versatile sweats. Pushing their foundations forwards by combining time-tested fabrics like heavy denim and breathable polycotton and dipping them in bold hues of fuschia, green and dusty pinks.
Britain’s oldest workwear brand M.C Overalls dates back over 100 years to 1908. Morris Cooper, a self-taught tailor from Lithuania, established a small workshop on Middlesex St, East London. From there he supplied WW1 and WW2 troops with uniforms, giving the brand a reputation for creating tough, durable workwear. The popularity then rose with artists, crafters and artisans across the country.
Today the brand resides in its flagship store in the heart of Soho on Brewer St. An area teeming with the like-minded fashion-forward creatives the brand is affiliated with, having picked up fans from the likes of musicians Burna Boy and Arlo Parks to Premier League Legend Mo Salah. The store is kitted out to reflect the vibrant colour and hard-working people of the area it sits in, and to celebrate its commitment to its community of crafters.
