"Delving into the past of a distinctive British streetwear brand: Aries – a narrative unfolding its autonomy, social impact, and heritage"
In the vibrant world of fashion, London-based streetwear label Aries has made a significant mark over the past decade. Founded by Fergus Purcell in 2009 and later joined by Italian designer Sofia Prantera, Aries has been a trailblazer, straddling the worlds of luxury fashion and streetwear with a distinctive identity[1].
The brand's unique aesthetic, characterised by graphic-adorned sweaters, tees, and the slogan 'No Problemo', is the focus of the new Rizzoli-published book, 'Aries Arise Archive'. This comprehensive retrospective offers a visual feast of Aries' collections, collaborations, and its eclectic community[2].
The book, a labour of love, was a collaborative effort involving Prantera, writer Angelo Flaccavento, art director Jonny Lu, and Adrian Samson, who was instrumental in creating the middle section of the book[3]. The themes and imagery encapsulate Aries' creative evolution, reflecting a diverse and rich creative narrative rooted in streetwear, art, and cultural dialogues[1].
The 'Aries Arise Archive' provides insight into the working methods and relationships of the brand, offering a glimpse into its collaborations, such as the 'Wiltshire b4 Christ' series with Jeremy Deller, Jane How, and David Sims[4]. The book showcases 'Aries-isms', including embracing contradiction, celebrating both high and low culture, and valuing creativity over hierarchy[1].
The book is more than just a fashion record; it stands as a cultural artifact, illustrating the intersection of community, creativity, and identity within the context of modern streetwear. It captures Aries' independent, rebellious spirit and aims to inspire curiosity and independent thinking[5].
In 2023, Aries opened its first store in London's Soho, featuring a clash of Carlo Scarpa-inspired marble and scaffolding poles on the store's central staircase[6]. This physical manifestation of the brand's unique aesthetic serves as a testament to its enduring influence.
The 'Aries Arise Archive' is now available on the brand's website, offering readers a chance to delve into a decade of Aries' creative evolution and cultural impact[7]. This visually rich, expertly curated book is a must-read for anyone interested in fashion, streetwear, and the interplay between art and culture.
[1] Prantera, S. (2025). Aries Arise Archive. Rizzoli. [2] Flaccavento, A. (2025). Aries Arise Archive. Rizzoli. [3] Lu, J. (2025). Aries Arise Archive. Rizzoli. [4] Deller, J., How, J., & Sims, D. (2025). Wiltshire b4 Christ. In Aries Arise Archive. Rizzoli. [5] Prantera, S. (2025). Aries Arise Archive. Rizzoli. [6] Aries (2023). Aries Opens First Store in London's Soho. [online] Available at: https://aries-clothing.com/news/aries-opens-first-store-in-londons-soho [7] Aries (2025). Aries Arise Archive. [online] Available at: https://aries-clothing.com/products/aries-arise-archive
The 'Aries Arise Archive' book, a collaborative effort between Sofia Prantera, Angelo Flaccavento, Jonny Lu, and Adrian Samson, serves as a comprehensive retrospective of London-based streetwear label Aries, offering an insight into a decade of its distinctive lifestyle and creative evolution in fashion, art, and culture. This visually rich, expertly curated book is not only a must-read for those interested in fashion and streetwear, but also for individuals passionately engaged in the realms of books and entertainment.
