In the words of De la Soul three really is the magic number, namely because in its third year, cult streetwear label Abandon Ship Apparel has finally caved into pester power and released a bona fide womenswear collection.
Boyfriends across Glasgow will at this point wiping fevered brows and sighing audably as favourite pieces have been begged borrowed and sometimes just out and out stolen from their wardrobes by their conniving senoritas.
Directors and founders of the brand Richard Davies, 26 and Duncan Sweeney, 31, whose backgrounds are in retail and public relations haven't missed a trick by finally catering to their large female following, with a line that takes influence from their mainline as well as encompassing new prints in a fun and feminine collection with anarchic undertones, as an irreverent response to the uniformity of trends found on the high street.
The fast food inspired campaign showcases the diverse collection of prints in the womenswear collection and features Charlotte De Carle - model, IT girl, bridesmaid and best friend of Millie Mackintosh.
Shot in a series of takeaway restaurants, Mexican delis and convenience stores in and around Glasgow, the campaign doesn't so much give a tongue in cheek nod to lowbrow Americana but rather Lucha libre wrestles it to the ground and drunkenly French kisses it for good measure. Streetwise, cutting edge and smothered in chipotle hot sauce, it's an arresting campaign that retains the brand ethos while not taking itself too seriously at all.
Although increasingly it is a brand to take seriously, with two flagship stores in Soho London and Princes Square, Glasgow, a slew of award nominations, including a nomination for Glasgow's Favourite Business in The Glasgow Business Awards and another in The Scottish Fashion Awards in the Scottish Retailer category not to mention a line of kidswear for department store Selfridges.
Not half bad for a brand started from the living room of their Dennistoun flat in 2011. Abandon Ship has since moved into offices in Bridgeton where it employs five other workers. Riding high on a wave of critical and commercial success, it seems well on the way to building a high quality worldwide lifestyle brand.
n Abandon Ship, 1st Floor, Princes Square, Glasgow Tel 0141 221 4161 www.abandonshipapparel.com Facebook: /abandonshipapparel
Abandon Ship are also available at ASOS, Foot Asylum, Pulp, Arkive Clothing and Selfridges.