To celebrate the brand’s return and the launch of their new summer collection, A.IN.T have teamed up with the revered and progressive photographer, Tom Beard.
The much loved label worn by the likes of Cara Delevingne, Rita Ora and Al e Allen comes back with a bang with a new set of graphics referencing early West End “Tart Cards” performed in a low-photocopier style to tie in to Paul Raymond a.k.a The King of Soho’s 1970’s hey day.
The capsule collection will be dropping exclusively on the A.IN.T website and in stores from the 27th of May and will comprise of a long sleeve t-shirt (available in 3 colours), 1 snapback cap (available in 5 colours and a waxed bucket hat. The campaign was shot on location on the streets of Soho, taking advantage of the degradation of the area and all the iconic Soho businesses being closed, caused by rental agreements failing to be renewed.
The shoot is a nod to the old Soho and the cultural movements that have birthed from its streets. The campaign was shot on 35mm film by Tom Beard and follows two “Tart Card” Peddlers around the Soho, lurking in brothel corridors and street corners. “We thought that an international cult character such as Tom Beard would be perfectly in line with the Dark side of the brand. The low- nitty gritty photos created by Tom are Dark and intriguing, yet re ects The underbelly of the dirty streets of London’s Soho”