Applied Art Forms Wants To Change Your Mind About Celebrity Fashion Brands

Painting, baking, podcasting, running, staring forlornly out of the window; discovering new skills has been a cornerstone of lockdown life. For Coldplay bass guitarist Guy Berryman, a period of enforced absence from touring allowed him the time to explore a passion away from slapping the old four string. Namely, making nice clothes and launching his own brand. Debuting at the tail end of last year, Applied Art Forms is Berryman’s foray into the world of utilitarian, military-inspired menswear… and it’s good! Musician-backed clothing labels have a, let’s say, chequered reputation, but A/A/F’s parkas, cargo trousers and tech-y liner vests avoid the usual pitfalls of celebrity labels. There are few logos, the palette is subtle, muted, and the fabrics are performance and quality oriented: Japanese cordura, garment-dyed cotton and water-repellant Ventile. The idea being, so says the brand’s manifesto, to offer “clothing as a companion” with “timeless appeal and lasting lifespan.” Read more at Esquire.