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Rave Roots Revisited

  Our obsession with comfortable, baggy, simple, unisex clothing started with the birth of rave culture - as does our yearning for a pure sweet high shared among kindred spirits. This was the essence of the Summer of Love in 1989, when "orbital parties" were held in locations off Britain's M25 motorway, uniting ravers in the common pursuit of pleasure. Unfortunately, the scene didn't last long before it was stamped out by the authorities, but the vibe quickly spread across the globe, as the rave bug travelled from Goa to Sydney, California to British Columbia, and so on through the 90s, not forgetting Ibiza, of course! As ravers at heart forever, it made perfect sense to call our brand "Wear What You Feel",...

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You in Your WWYF

    Some of the best fashion photos we ever come across are those posted on Instagram by folks like you wearing our clothes. Without our customers we wouldn't exist, so this is where we present the ultimate WWYF lookbook, featuring a selection of stunning photos from our lovely customers around the world. Share YOUR pics by tagging us @wwyfapparel and, if you're lucky, you might win a prize... Visit our Instagram page and look for the "Win New Clothes" post to find out more about our monthly photo competition!                                                  These customer photos from across the...

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OCC x WWYF

The boys from Orange Country Collective (OCC), a South Coast art & skateboarding collective, got dressed in WWYF garms and shot some sick skate vids for us.         Instagram: Orange Country Collective

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Hanging in our Hood

On a ridiculously cold January night, we roamed the streets around our studio with Netti Hurley capturing life in our local neighbourhood. All clothes from WWYF. Models: Fabio and Freddy

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Ojerime x WWYF on video

WWYF may be a menswear brand but lately some of the hottest girls on the planet have been rocking our garms every bit as well as the boys, including our girl Ojerime. No one else can pull off a silky slip dress one minute and an oversized men's tracksuit the next quite like this petite South London soul sensation. So we're thrilled to have had the opportunity to dress Ojerime and co-star Kadiata in WWYF for her latest vid, R U Sure, a mean slice of deep, moody London soul that cements her position as one of the most exciting new R&B artists to emerge from the UK in recent years. Now go roll up a big fatty, make yourself nice and comfy, and savour...

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