This Is The Uniform is a luxury womenswear brand based in London. Conceptual in its design ethos, the brand explores cultural and social ideas, each collection aiming to draw upon our relationship with clothing and its power to unite and divide us. The brand explores the systems and rules of dress placing particular emphasis on ideas of stereotype, perception and context. Through the dissection and re-appropriation of cult image, super trends, urban tribes and subcultures, This Is The Uniform creates a new sense of belonging.
Drawing inspiration from shapes and cuts that commonly appear on British streets such as the humble tracksuit, the hooded sweat and the jersey tee, the brand celebrates working class identity and questions how our aesthetic choices affect our everyday lives.
This Is The Uniform was launched by Jenna Young, a graduate of Goldsmiths University, in 2013. The brands initial collection launched what was to be the beginning of a strongly identifiable label with a slick, urban aesthetic that is highly regarded by industry professionals and customers alike.