The Legacy of Deviant Soho: A Collaborative Force in 90s Fashion

Deviant Soho wasn’t just a brand—it was a movement. From its inception in the 1990s, it became a key player in shaping London’s dynamic fashion scene. Beyond its own iconic designs, Deviant Soho was deeply intertwined with the broader fashion ecosystem, collaborating with an impressive roster of designers, labels, and boutiques. These partnerships not only solidified its reputation but also laid the groundwork for its successor, Strangely, which continues to carry the rebellious spirit of Deviant today.

The Collaborative Network

Deviant Soho thrived in collaboration. It worked with some of the most exciting names of the era, spanning punk-inspired labels, high-end boutiques, and rising stars in fashion. Among its partners were:

• Red or Dead: Known for its playful yet subversive designs, this partnership reflected the shared ethos of challenging conventions.

• John Richmond’s “Destroy”: A match made in punk heaven, this collaboration aligned with Deviant’s anarchic energy.

• Ted Baker & Sue Rowe: Showcasing versatility, Deviant Soho worked with both emerging and established brands to create distinctive pieces.

• Daniel Poole, Souled Out, & Sign of the Times: These collaborations celebrated the eclectic 90s streetwear and clubwear aesthetic that Deviant Soho championed.

• Acupuncture & BOY London: Iconic staples of punk and rave fashion, these partnerships reinforced Deviant’s influence in underground subcultures.

Beyond Clothing: Bags, Accessories, and Global Design

Deviant Soho wasn’t limited to apparel. The brand designed and manufactured a range of bags for brands like Duffer of Saint George, Burro, and PPQ, seamlessly blending functionality with style. Accessories, especially sunglasses, became another area of expertise. Deviant’s designs for China-based agents highlighted its global reach, showing how its creativity extended far beyond London’s borders.

By sourcing accessories and sunglasses internationally, Deviant Soho demonstrated an understanding of global trends, merging them with its distinctive British edge. At its peak, the brand worked with around 25 labels and boutiques in London alone—a testament to its role as a creative powerhouse.

Hyper Hyper: Deviant’s First Shop

Deviant Soho’s collaborations culminated in the opening of its first shop in Hyper Hyper, the legendary fashion hub that was home to some of the most avant-garde designers of the time. This space allowed Deviant to showcase its full creative range while maintaining its collaborative spirit.

The Deviant Spirit Lives On in Strangely

Today, Strangely carries on the essence of Deviant Soho. The new label’s designs retain the experimental DNA of Deviant, blending punk rebellion with dandy eccentricity. Many of Deviant’s original pattern blocks, design philosophies, and even its penchant for eclectic material combinations are still alive in Strangely.

This ongoing legacy serves as a reminder of how Deviant Soho not only thrived in its own right but also helped shape the identities of numerous other brands. The collaborative nature of Deviant lives on, inspiring a new generation of fashion enthusiasts to embrace individuality, chaos, and creativity.

In Conclusion

Deviant Soho’s story is one of innovation and connection. From designing for boutique labels to setting trends in collaboration with global partners, it was a brand that thrived on creative synergy. As Strangely continues to build on this foundation, the legacy of Deviant Soho remains an integral part of London’s fashion history—a reminder that true creativity knows no boundaries.