This week we spoke to the lads at Idoneus Ideals, the new clothing brand based in London and Leeds. The trio speak to us about where the inspiration for the brand came from and the fact that they offer "a no bullshit clothing brand"... plus loads of fun shots from the models so read away folks!
-- About James, Sean & Harry (founders of Idoneus Ideals) --
What in particular attracted you to the fashion industry?
Well we have always had an interest in clothing, and to be truthful we were bored of not being able to find anything well designed for a reasonable price. We felt that people had become really fed up with paying over the top prices for brands that simply don't match price with quality. It was a group of friends who set up the business, and we received so much help from other friends and family as well that we want to keep that personal feel running through the company as it grows.
We admire what other independent brands out there are doing, as general perceptions of the fashion industry are often negative. It is often said that a fashion brand represents a certain lifestyle, and we set out to offer a no bullshit clothing brand offering great clothes at great prices.
MIB:Â Like the sound of "a no bullshit clothing brand"... we're not really about that bullshit, nah mean!
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-- About Idoneus Ideals --
Where did the inspiration for ‘Idoneus Ideals’ come from?
It originally began as a graphic design project at university, but a lot of people started buying the T-shirts. I [James] thought about turning it into a full business, but wasn't exactly sure about what steps to take. Strangely enough, Sean was very keen to start a clothing brand, but preferred the business side of things. We've both known Harry for some time, and we met through him, so it seemed natural for him to be involved as well.
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What has been the greatest achievement so far?
The launch of our A/W collection and simply seeing people wearing our clothing. And getting our own banners. God, we love our banners. Actually for those who are interested we have some premium Idoneus Ideals banners going at a bargain price of only £250. I know what you’re thinking, and yes mistakes have been made, and yes perhaps banners weren't strictly a necessity but Sean now has a great looking living room so swings and roundabouts.
MIB: £250? You man must be ballin' like your Bo Diddley! (Hold tight Lethal B)
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James, you’re in charge of the creative side of the brand - How would you describe your personal style?
I wear a lot of block colours. I’m not a fan of big and obtrusive designs, so we took the brand in that direction. As much as any man loves leopard print we felt that perhaps, much like Tiger Woods’ monogamy, it would be a little short lived. We just wanted to do something colourful and simple, something we would all wear.
MIB:Â Couldn't agree more bro, less is more... unless you're talking about zee monies!
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What’s your favourite clothing label?
At the moment it would have to be Abandon Ship. We really admire what they've done and how far they’ve come with their brand. Like us, they started out with very little money and have recently opened a store in their hometown, so they have been a source of inspiration for us from the start.
MIB:Â Nice nice... we hope you don't abandon your ship... Idoneus Ideals has a nice ship.
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What is your favourite item from your current collection?
I can tell you what it could well be haha - our not yet released Christmas jumper from what we are calling our acquired taste range.
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What can you tell us about ‘Idoneus Ideals’ that many may not know?
Well believe it or not most of our ideas have come from late night alcohol-fuelled sessions haha. Actually I’m pretty sure the decision to finally start the company arose in a similar way. It seems we are most creative after a few too many!
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What’s your favourite thing about running the company?
Photoshoots! They are always great fun. We all get together, have a few drinks and the picture taking begins. Its surprising how these things seem to work out! 3 young men, 5 models and a wonderful photographer and bobs your mothers brother we have a new lookbook.
MIB:Â LOL... sounds like Friday before last (or Friday after next), 1 room, 2 man, 3 models... you get the picture!
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What makes Idoneus Ideals unique?
We focus on timeless wardrobe staples that anyone can buy. Like every company we have a desired market but in all truth we really would love everyone to wear our stuff.
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What should we look out for from Idoneus Ideals in the near future?
Our 2014 Spring/Summer range! We see ourselves as a very summery brand, so we’re really looking to having the chance to show everything that we’ve been planning for it!
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About Makeitbanging.com
What’s your favourite track on makeitbanging.com at the moment?
If you're a man who likes his grime real grimey then its got to be Chronkik ft Sinisdarilist - Murda Musik. But if you're in the mood for some happy house tunes I'm gonna have to go with Jonas Rathsman’s classic Tobago.Â
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How would you describe makeitbanging.com to a friend?
The most baddest place to check out the latest up and coming tunes!
MIB:Â Jheeze... and Idoneus Ideals is the baddest new clothing brand... check out their clothing ASAP Rocky and order something!
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Checkout their full range of clothing on their online shop at: idoneusideals.com and to make sure you don't lose out on any of their new releases follow them on twitter and instagram @IdoneusIdeals and like them on facebook.
