There was a time you could tell what part of London someone was from just by their coat.
The laces, the tracksuit shape, the jacket cut — it all spoke. It told you who they ran with, what they listened to, and how they moved. Clothes weren’t costumes. They were codes.
Now? Everyone’s in the same fit.
Same cargos. Same logo. Same algorithm-approved outfit you scrolled past yesterday — just in a different postcode.
It’s not that people don’t care about fashion. It’s that fashion stopped asking them to care about themselves.
We got stuck chasing drops instead of stories.
Trying to stay “current” instead of honest.
Wearing what we’re told will do numbers, not what actually feels like us.
And it’s understandable — in a world flooded with content, individuality got drowned out.
But something’s changing.
People are starting to pull back.
They’re reworking old pieces.
Customising jackets.
Tailoring trousers.
Mixing vintage with local labels.
Styling themselves not for TikTok — but for real life.
Personal style is making a quiet comeback.
Not as a trend — but as a way to say,
“This is who I am. And I don’t need it to go viral to mean something.”
In the paint on your trainers.
The way your collar falls.
The badge you stitched onto your denim jacket when no one was looking.
These things matter. They hold mood. Memory. Movement.
And when we treat style like content, we lose that power.
Fashion is loud right now — but too often, it says nothing.
Style, though? Real style whispers. Then it lingers.
Start dressing like you mean it again.
Stop asking if it “goes” and start asking if it speaks.
Support brands that make you feel something — not just ones that feed you the trend.
Wear pieces that say where you’ve been.
And mix them with pieces that say where you’re going.
Because in a city like ours, colour isn’t just visual. It’s spiritual.
And the only thing louder than trend is truth.
If you stripped the logos off your fit…
Would people still know it’s you?
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