Aries

Aries, the London-based fashion label founded in 2012 by designer Sofia Prantera and graphic artist Fergus Purcell, quickly distinguished itself by blurring the boundaries between luxury, streetwear, and counterculture. Prantera, whose roots trace back to the influential ‘90s skatewear brand Silas, teamed with Purcell—known for creating iconic graphics for Palace Skateboards—to cultivate Aries’s distinctive punk-spirited aesthetic. From its inception, Aries set itself apart by thoughtfully bridging playful graphic art, irreverent messaging, and high-end craftsmanship.

The brand’s irreverent spirit is captured in its bold graphics, typified by its signature “No Problemo” slogan and classical column motifs. Aries’s product lineup prominently features tie-dye T-shirts, logo-heavy sweatshirts, and vividly printed denim, reflecting a style ethos rooted in subversive nostalgia and streetwear heritage. A standout collaboration roster—including partnerships with heavyweights like New Balance, Vans, and Suicoke, as well as culturally resonant brands such as Lee Jeans—has elevated Aries’s cool factor, placing it at the intersection of fashion insiders and streetwear enthusiasts.

Beyond its coveted street-inspired clothing, Aries is celebrated for boundary-pushing projects that fuse art, fashion, and pop culture. Notable among these is its acclaimed capsule collection with Juicy Couture, merging Aries’s punk sensibility with Juicy’s early-2000s glamour, and its ongoing exploration of sustainability through recycled materials and limited-production pieces. Through a distinctive lens that champions individuality, craftsmanship, and cultural commentary, Aries continues to be a defining voice in contemporary fashion.