In the vast and ever-evolving landscape of fashion, where trends can change in the blink of an eye, certain brands manage to carve out a distinct niche for themselves. Aries, the London-based fashion label, is one such brand that has captured attention with its audacious designs, irreverent attitude, and unapologetic celebration of individuality. Born at the intersection of streetwear, high fashion, and subculture influences, Aries has emerged as a powerful emblem of self-expression in an industry that often thrives on conformity.





Aries was founded in 2012 by Sofia Prantera and Fergus Purcell, both of whom brought their unique creative perspectives to the brand. Sofia, with her background in graphic design and experience at cult label Silas, brought a keen eye for aesthetics, while Fergus, an accomplished artist and graphic designer, brought an avant-garde sensibility to the mix. Their partnership resulted in a fusion of bold graphics, striking colours, and an unmistakable sense of rebellion. Since debuting the label in 2009, Prantera has cultivated a devoted fan base. The key to her triumph? While the designs undergo seasonal evolution, the DIY allure she initially delved into during the brand's early days remains firmly ingrained at its heart.

“ It’s important to always doubt yourself, move things on and make things feel fresh and unexpected. Otherwise, you can end up in a routine, and I think that’s not fun.”
-Sofia Prantera
Although Aries' core identity revolves around a laid-back vibe with the majority of items being oversized and gender-neutral,  Prantera emphasises that all the pieces possess a genuine sartorial essence. The majority of these items, produced in Italy, place equal emphasis on silhouettes as well as the dyeing methods and graphics that characterise Aries' aesthetic. The current range of ready-to-wear options encompasses denim, loungewear, silk shirts, caps, dresses, and a diverse array of other items..
Social media has played a pivotal role in the brand’s rise as well been seen in the second season of HBO’s Euphoria. By collaborating with brands like Slam Jam and artists like Blondey McCoy, Aries has extended its reach and introduced its ethos to wider audiences. Moreover, the brand's limited-edition drops and distinctive pieces have cultivated a sense of exclusivity, making each Aries item a coveted collectable.
Around 2010, people were kind of done with the whole streetwear thing, but if you fast forward to today, it's totally back in action. But here's the twist: streetwear designed specifically for girls, mixed with a touch of high-fashion vibes – which was basically a rarity back then and then out of the blue, along came Aries, jumping into a market that hadn't even taken shape. But here's the catch, During those initial years, not everyone really caught onto their vibe. It's like the streetwear revival was simmering behind the scenes, just waiting for its big moment. You had Palace popping up and Supreme making a comeback – all cool moves. But what Aries was whipping up was a whole new formula. They fused Purcell’s gutsy and witty graphics with these more intricate styles that caught everyone's attention. We are talking lush materials hanging out with your everyday staples. Think sheepskin coats mingling with chic silk tops, and don't overlook those artsy hand-painted Gildan T-shirts. It was fashion but with a cheeky twist.
Hardly anyone quite grasped what Sofia and Ferg were cooking up, although Luca Benini from Slam Jam in Milan seemed to catch on early and became a solid backer of Sofia's vision. Aries was basically in a league of its own; there was no one else quite like them, so they found their own niche. Their concept was a powerhouse right from the start – Aries arrived on the scene practically fully formed, just waiting for folks to catch on and spread the word. That iconic 'No Problemo' slogan that perfectly sums up the brand's vibe? Yep, that was there from the get-go.

Aries has steadfastly forged its own path, guided by a bold aesthetic and an irreverent attitude. By embracing a fusion of subculture references, high fashion elements, and a commitment to sustainability, Aries continues to set itself apart as a brand that empowers wearers to be unabashedly themselves. As fashion continues to evolve, Aries stands as a testament to the enduring power of personal expression and the indelible mark it can leave on the world of style.

You can shop all Aries here at Story.

Levi Niekerk