Birth of being Strange
The Rise and Evolution of Deviant Soho and Strangely: Celebrating Eclectic English Fashion
The fashion industry in the 90s saw a new wave of rebellion and innovation. Deviant Soho emerged as a pioneer in this era, bringing together diverse influences to create a brand that not only captured the spirit of the times but became iconic for its bold and eclectic designs. Originating in the heart of London, Deviant Soho’s unique blend of materials and inspirations resonated with London’s edgy youth culture and international audiences. Let’s explore the journey of Deviant Soho and its evolution into the modern-day brand Strangely.
Origins of Deviant Soho
Deviant Soho was born in the 1990s and quickly garnered attention for its innovative designs. The brand channeled the raw energy of punk movements, drawing inspiration from the iconic Seditionaries, BOY London, and Blitz scenes. Among its primary influences, Deviant Soho paid homage to PX’s groundbreaking designs, weaving in the rebellious spirit of London’s underground scene. This wasn’t merely a fashion line; it was a statement against the ordinary, attracting those who resonated with its bold, alternative aesthetic.
Throughout the UK and beyond, Deviant Soho became synonymous with experimental fashion. Its designs, which seamlessly mixed synthetic deadstock fabrics with luxurious Thai silks and traditional English plaids, found a following in boutiques across Europe and Japan. Deviant Soho was a brand that embraced contradiction—merging punk with elegance, grunge with sophistication.
Collaborations with DJs and Producers
The 90s club scene was at its peak, and Deviant Soho quickly found its way onto the dance floors of London. Working with music producers, DJs, and other figures of the era, the brand’s designs became a staple among the clubbing elite. Deviant Soho’s pieces reflected the energy of this evolving dance culture, infusing garments with the vibrancy and intensity of electronic music.
Deviant Soho’s Iconic Clientele
The allure of Deviant Soho reached far beyond the subcultures of London. Celebrities and boy bands in the 90s were often spotted in its designs, making it a brand associated with trendsetters and those on the cutting edge. Worn by club-going celebrities and musical talents, Deviant Soho became both a status symbol and a tribute to the free-spirited, edgy world of 90s London.
Deviant Corporation: The Heart of Hyper Hyper
The primary Deviant Soho store was located in Hyper Hyper, an avant-garde fashion hub in London known for hosting innovative brands. Under the company name Deviant Corporation, the brand established itself within this highly creative space, while planning a smaller boutique in the gritty, yet vibrant heart of Soho.
The Transformation into Strangely: From English Eccentricity to an Edgier Aesthetic
The next chapter of Deviant Soho’s journey came through its transformation into Strangely. This reimagining began with English Eccentricity, a brand initially known for its dandy tailoring and dedication to traditional English aesthetics. However, after collaborating with a designer fascinated by the gritty history of Strangeways prison, the brand was rebranded as Strangely English—eventually shortened to just Strangely.
Strangely retained the original English Eccentricity cuts, but with a twist. This line catered to a wider audience, with a darker, more intense palette inspired by Deviant Soho’s “filth and chaos” ethos. The influence of Deviant’s signature aesthetic was unmistakable, blending the dandy look of English Eccentricity with a narrative of “crooked squalor” and rough elegance.
Strangely Today: A Blend of Heritage and Rebellion
Today, Strangely continues to celebrate both Deviant Soho’s punk spirit and English Eccentricity’s classic roots. The brand has preserved Deviant’s daring patterns and rich materials, crafting pieces that honor its history while adapting to modern trends. From vibrant denim ranges to tailored suits with a twist, Strangely is a testament to the resilience and adaptability of a brand that has stayed true to its essence.
Through its evolution from Deviant Soho to Strangely, the brand has become an embodiment of British fashion’s eclectic history. Merging the flamboyance of the dandy with the unapologetic grit of punk, Strangely tells a story of individuality, rebellion, and the ever-present allure of London’s alternative culture.
In Conclusion
Deviant Soho and its successor Strangely have left an indelible mark on fashion, representing a unique fusion of tradition and subversion. They remind us that fashion is more than fabric—it’s a reflection of cultural movements, personalities, and histories. From the underground clubs of London to global boutiques, the legacy of Deviant Soho and Strangely captures the daring spirit of an era and the enduring appeal of standing out.
