It doesn’t happen often, that a clothing brand should have a driving ethos besides just the aesthetic sides of things. The S.O.O.T.S (which stands for ‘The Secret Order Of The Streets’), endeavours to encourage it’s wearers to find an alternative source of truth, besides the mainstream media.
Young social entrepreneur Adi Abdul Aleem, who owns the brand has dedicated 5% of the clothing sales to 3rd world charities.
This brand prides itself on the ethical way in which their products are produced. Every items are sourced and created in England, hand produced in limited quantities, and non have ever seen the inside of a sweatshop.
The London street wear line is based on beliefs in world peace, charity, ethics, human rights and other such just causes. Their tag line is ‘Conscious swagger for the conscious mind’-speaks for itself. Through the clothing design, and the online representation of the brand, The S.O.O.T.S pushes for rebellion; against the system and the status quo.
“We ARE the streets, we speak the truth and dont fear consequences, we represent the poor in the name of charity, we dont follow corrupt governments, nor do we allow ourselves to be brainwashed by biased media, we ARE ‘The New World Disorder’, we are ‘The S.O.O.T.S’.”
http://thesoots.bigcartel.com
In His Words..
Media Bias.. I do think the mainstream media are biased. The news we are fed are manipulated and distorted and only show the idea of the story that we are supposed to see to suit what the government want us to feel, such as; the invasion of Iraq, Afghanistan, completely distorted reports to justify and propagate their supposed “just wars” on innocent people, viewing the real victims of countless war crimes as nothing else but the other.
The mainstream media feeds us lifestyles and behavioural attitudes through mental programming whether we like to admit it or not; through television that demonstrates to us how to behave and what we should see as the norm, and what we should see as nothing but unnatural (the burka.etc.), and how to react to it in society, what to eat, how to dress, etc.
Young People and current affairs.. I think that the best way young people can involve themselves in current affairs and learn is to do nothing more than seek knowledge: knowledge is power.
Have an open mind, and be open to make decisions for themselves rather than to have it made for them, and to realise that the right decision may not be the one that they are being told as being the social norm or necessarily be politically correct.
My inspiration and situation.. The clothing line was first started as a dissertation for my final year of Graphic design at uni. I had always had a dream of starting my own clothing line and had come across the business ventures of Johnny Cupcakes at the time, and i though to myself- why not? So it started, and it went on from there.
To be honest when creating the line I did not think about how it can help these situations. I created a clothing line and just started drawing random designs and these matters that were close to my heart came out naturally and it went from there.
If anything, Ithink a big fan base and following could not only help stimulate thinking but also a visual billboard against the mainstream and provoke others.
Adi has big plans for The S.O.O.T.S in 2011, including new designs such as this one:
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