This Is Not Clothing

Download This is Not Clothing App


The ‘This Is Not Clothing’ app is an augmented reality experience, unlocking interactive artwork and digital sculptures by scanning This Is Not Clothing’s labels. The app enhances This Is Not Clothing’s exploration of fashion, art and technology, adding a new dimension and experience to the artwork created by Jam Sutton.
Scan the image on the reverse of your clothing tag to unlock a 3d sculpture; you can now view the digital artwork from all angles. Take a photo of your artwork using the app and share via social media.
There are 8 sculptures to unlock using Collection III/II clothing tags.


Download the app from the App Store (for Apple devices) and Google Play (for Android devices).


Download and print the following PDF to unlock two digital sculptures, ‘Theseus & the Minotaur’ & ‘David & Goliath’.

McQ Alexander McQueen SS16 Collection

McQ Alexander McQueen SS16 Collection

Early arrival of our McQ Spring/Summer 2016 Collection is now in store and online.

SS16 continues the McQ journey through British youth subculture, paying particular attention to style influences from the mods, skinheads and punks. Softening these references, we see elements of transparency, layering and playing with light as a concept in prints.

Silhouettes are relaxed and deconstructed this season and a new kilt style is worked in, bringing gentle structure to the collection. Pieces are worn in block colours, print on print or black on black. Red is the highlight when a pop of colour is needed. New for SS16 is the McQ Glyph logo, a unique iconography that feels influenced by early 80’s Joy Division artworks, and comes through as oversize and miniature on sports-inspired pieces giving an urban uniform feel.

McQ Alexander McQueen SS16 Collection

Prints are inspired by light artists this season and the interest that is created around spotlights and shadows. Worked into both graphic, linear prints aswell as softer florals, the ‘hard/soft’ juxtaposition that defines McQ, lives on. A linear graphic print inspired by light artist Danielle de Batte, take simple t-shirt, sweatshirt and cotton shirting styles into a new realm.

For a more minimalist McQ attitude, spotlights and shadows are overlaid creating an ‘all over’ graphic. This works into shirting, jackets, tees and sweatpants with an oversize version touching onto knitwear. Floral prints are abstract and monochrome and act as a highlight piece for the collection.

The collection colour palette is primary: black, white and midnight navy with true red and cyan as the highlights for a pop of colour and tonal greys create a neutral base. Styles are named after iconic musicians over the years, maintaining the links to musical subculture.

Parajumpers Winter Collection

Parajumpers Winter Collection 2015/16

Parajumpers Winter Collection for 2015/16 is here just in time to save us from the cold mornings and early nights! Parajumpers not only brings warmth and comfort to the table but with a host of unique characteristics, firmly leads the way in design and style.


Parajumpers is a project deriving from the cooperation between Ape and designer Massimo Rossetti, who has many years of experience as a designer of outerwear, and also as an importer of American brands for the Italian market.

 The attention to detail that oozes from a Parajumpers Jacket is what stands them head and shoulders above the competition. Steel PJS snap hook buckle, hidden pockets and down lining are just a few details that jump out at us when reviewing these jackets.



Removable coyote fur hood lining means no two jackets are the same and provides an added warmth for those chilly days out. Coyote fur is used because of it’s unique qualities, meaning the fur does not freeze and when wet, does not clump or stick together. The jacket shell fabric has undergone a special treatment that protects it from dirt and rain.



The men of the 210th Rescue Squadron, based in Anchorage, Alaska, are highly trained for extreme rescues and recoveries in the wildest, most remote and hostile corners of the Globe. Whether it be ships adrift at sea, rock-climbers stuck atop a 4,000-meter peak, or submariners sunk at unimaginable depths, these men are called to intervene.

The result is an extremely innovative outerwear collection with highly technological components, designed above all else to be functional and fashionable.

Share your Parajumpers on social media using hashtags #PJS #PJSFriends



Parajumpers Jackets

Men's Armani Jeans

New arrivals from Armani Jeans

Our latest drop from Armani Jeans is now in store & online. Fresh ideas for Autumn/Winter 2015/16 with Armani’s latest jean style; the regular fit J45 alongside our ever popular regular fit J31, slim fit J23 and the extra slim J20 & J10 styles.

To compliment our Armani denim collection, we have taken extra care this season to bring a range of products that not only look great in their own right, but can be styled alongside other Armani pieces to give you the ultimate Armani look.