Friday, 4 July 2014

Brutus


Brutus was initially founded in East London by brothers Keith and Alan Freedman  in 1966, aged just 18 and 17 at the time! The name came about from the aftershave the brothers would wear called 'Brut' they then added the word 'us' and Brutus was born.

It all began with a single sweater, they then began to develop t-shirts, shirts, knitwear and even denim. Customers were seduced to purchasing 'figure hugging' jeans by Brutus' award winning adverts, one of them including singing along to David Dundas in 'Jeans On.' (The tune later went on to be a big hit in the UK reaching number 3!) The company managed to remain the forefront of British fashion for 30 years. The 'Trimfit' shirt in particular was very successful selling in their millions from the late sixties into the mid seventies, rightfully they are documented in numerous articles and books about British fashion.

No wonder then that Keith's son Jonathan Freedman revived the company in 2009 with the 'Trimfit' shirt at the forefront. He has chosen to do so in a low-key manner, cleverly reaching a new generation but also remaining a special memory for the older generation. Keen to make the company as authentic as possible Jonathan has returned to the very same Hong Kong factory that his dad and uncle used when first making the shirt, to ensure that every detail of it remains the same.




A perfect example of the 'Trimfit' is this one, in wide check. With smart roll collar and of course the trademark darted fit, a must for any mod. Striking in colour, mainly indigo with scarlet and also touches of black and white to enhance the check pattern. Short sleeved with the iconic cutaway vent. Also with a left breast pocket, the shirt comes with a complimentary red handkerchief.









Brutus have since expanded the range to include more modern Retro and Mod checks, plus a further range including unique prints.








One example being 'Hawaiian Tiki Girl' Shirt. Inspired by typical Hawaiian shirts however Brutus make this shirt a lot more wearable and smart. Patterned with 50's pinup girls in a striking graphic print. Also pleated at the reverse and of course a  pocket to the chest.












Another newer take on the 'Trimfit' is the Tartan Pocket shirt, the block colour being navy with stand out tartan patch pocket on the chest. The pocket adds a splash of colour to the shirt and makes it a more casual piece. The bright white trademark button up detail is matched on the button down collar and also on the sleeves.













New to collection are the limited edition 'Red Label' shirts, pristine white in colour making them perfect for summer. Available in a short sleeve and a long sleeve, both fashion an est. 1966 locker loop to back and iconic Brutus tab to the chest. Trademark Brutus fit, darted and shaped for the perfect mod fit. Box pleated to the reverse and also with left chest pocket, this shirt comes with complimentary red hankerchief and cardboard pocket square holder.





                                 'Brutus RED LABEL for those who wear their heart on their sleeve.'


                                            Check out the full collection at Atom Retro, Here!