photography by Raphael Bliss
styling by Betsy Johnson
hair by Charlie Le Mindu
makeup by Stephanie Kunz
casting by Conan Laurendot
The commercial use of sports uniforms as merchandise is perpetually being updated from one season to the next, which is why they lend themselves perfectly to a brand like Prototypes that is guided by the principles of upcycling and repurposing. Their newest collection goes beyond the age-old practice within the industry of cultural appropriation to the point of a complete aesthetic cannibalism, and instead serves as an homage to the communal role that local football clubs play within the social fabric of British culture. In this collection we see the groundskeeper, the kitman, the coach, and the youth โ they are archetypes within the community that define each passing generation. Each club bears the DNA of its locality, passing down its individualized values of teamwork, physical fitness, stewardship within the field, and honor. For Prototypes Series 06, which was shot at a local club in England with collaborative partner Betsy Johnson, these values are encapsulated in a collection that breathes new sartorial life into that which might otherwise be discarded as old merch. As working class Brits currently bear witness to the gentrification of their most beloved sport, Prototypes is bringing it back to grassroots by sponsoring kits for the clubโs new womenโs team.
