Two brothers from South London are giving back to the community through their clothing brand, Brixton Street Wear.
The family business was launched after Pete Adams, 43, was struggling to find something to buy his brother Daniel O’Connell, 44, for his birthday.
But inspiration struck and he had a logo specifically designed, which he had printed on a hoodie and a hat.
The design was in the shape of a record as a nod to Daniel’s earlier days as a DJ, and included the year he was born, the family initials and of course the family’s home, Brixton.
Pete said: “It was a personal present for him, because our family are from Brixton – our grandparents moved here in about 1952.”
The original intention was not to launch a brand – but the clothes proved so popular with Daniel’s friends and family that they decided to start one up.
The result is a number of collections of streetwear, including tracksuits, hoodies, shorts, hats and bags sporting the original logo, as well as other designs.
The clothes are simple and bold, and suitable for all ages.
Pete said: “We roll out to most demographics. We’re in our forties, me and my brother, but we get people from literally kids all the way up to 60 year olds wearing our stuff.”
The brand has risen in popularity in the few years since its launch – even collaborating with Foot Locker to pay homage to Brixton Topcats player Jimmy Rogers.
But the brand is not about making money, and all the profits go to helping local people.
Pete said: “What we do with the brand is we take no money out of it.
“We’re not a charity or anything but what we’ve been trying to do, because of what’s been happening over the last eighteen months to two years, we’ve tried our best to help local community projects and charities
“We’ve been going lots back where we can.”
This year, the company has teamed with up Resole, a community-led outreach organisation that takes donated trainers and restores them for those who need them.
Their work spans the social and economic spectrum providing footwear to the homeless, care leavers, unaccompanied refugee minors, vulnerable and low-income families.
They also support established charities and organisations such as Centrepoint, Sutton council, Harp Southend, Brixton Soup Kitchen and Whitechapel Mission.
For this year’s Black Friday, Brixton Street Wear released their Giving Back collection – but instead of a discount for shoppers, 100 per cent of the profits went to Resole.
Pete said: “We’re not a charity and we don’t claim to be a charity. We’re just trying to help.
“As we’re building the brand, we’re trying to help everyone along as well. South London’s a big community.”
Pictured: Brothers Daniel O'Connell (left) and Pete Adams
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