Underground & Sound wasn’t born in a boardroom. It wasn’t sketched out by a trend forecaster or built for investors.
It came from frustration. From watching great brands lose their soul. From a love of British subculture. From ten years behind the scenes in music. From a refusal to water things down.
A Lifelong Love for British Style
The roots go deep, the fashion, the records, the energy. From the tailoring of the mods to the chaos of the rave scene, from terrace culture to the swagger of 90s Britpop, the style always spoke louder than any logo ever could. You either got it or you didn’t.
I’ve always been drawn to that space between music and clothes. What people wore at gigs, on the way to the pub, at the front barrier. It wasn’t just what they wore - it was why.
The Disappointment in Brands That Sold Out
There’s something gutting about seeing your favourite label chase the high street. Cheap fabrics. Lazy designs. Loud branding with nothing behind it. It felt like they forgot where they came from. And worse, forgot who supported them in the first place.
That feeling, the letdown - is what lit the fuse. If no one else was going to make something with purpose, quality and edge, then I’d do it myself. I've always had a 'make it happen' approach to things.
From the Pit to the Parka
I’ve spent the last decade in the music world, camera in hand. Touring, shooting, watching how bands moved and dressed. You see things others don’t, the details, the little touches, the real stuff that never makes it into lookbooks.
Managing bands, building connections, learning how scenes grow from the ground up. That mindset is baked into Underground & Sound. It’s not about trends. It’s about community.
A Community of Sound People
The name isn’t just about music. It’s about being sound - dependable and grounded. The kind of people you’d want at your gig, on your team, in your corner. That’s who this brand is for. Not hype chasers. Not clout hunters. Just people who care about the culture.
Vinted, T-Shirts and the Big Dream
We started small and smart. Some second-hand pieces on Vinted, a few early drops to test the water, and a lot of talking with people who get it. The first step is a proper t-shirt, clean, well made, and loaded with meaning.
From there, it’s onto our smock. Then the dream piece: a parka. Not just any parka, but one built with care, built in Britain, and built to last.
Every decision is intentional. Every design has something to say. Because if it doesn’t feel like it matters, what’s the point?
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