LONDON, June 9, 2014 /PRNewswire/ --
Steamer Lane is a new British clothing brand inspired by the golden age of surfing and breach culture of the 1950's and '60's, designed at home by hand on the owners' kitchen table.
Co-founders Phil and Antonia have brought Steamer Lane to market single handed with no training or experience in art, design or fashion, creating the brand from scratch and from the heart.
'We had no money for product development, marketing or professional expertise, it's been a real shoestring project and a steep learning curve, devoting our time to research and attention to detail in delivering a product and a brand we can be proud of. With big business exploiting cheap industrial scale labour we're not sure there are many clothing companies that can say that.'
Their inaugural holiday essential collection is a colourful range of women's and men's 100% cotton t-shirts, featuring three distinctive designs; their original stylised wave logo, a vintage feel Cruz liner and a college Classic 1961 print.
Each design features a different print colour and effect including the raised graphic popularised by Superdry along with diffused, soft hand and vintage look techniques. The neck label is printed and in a contrasting colour for comfort and style with a wave logo hem tab on the men's sleeve and the women's hem line.
Phil and Antonia live together in Surrey overlooking the rolling hills rather than giant swells of California, despite the brand name, which is shared with the legendary Santa Cruz breaks and one time proving ground of the old school big wave riders.
However this far from an exercise in branding propaganda or a mid-life crisis in middle England, Steamer Lane is a real Mum and Dad surf brand, cast from the same humble beginnings as the early pioneering brands of the 1960's and '70's, born out of a passion for the lifestyle and creativity rather than commercial motivation.
'Our designs are all our own work and tell the story of the places we've visited and those on our bucket list along with the eternal search for the perfect wave and the perfect beach; a wearable postcard of our adventures.
'We wanted to create a real brand from a real lifestyle, based on traditional values of quality and service; Steamer Lane is more than just a label or a look, it's about an experience- from the initial concept and the first pencil drawing right through to delivery and opening the branded cardboard packaging.'
Steamer Lane is exclusively available online via steamerlane.co.uk and all purchases come with free postage and returns in mainland United Kingdom using enclosed labels, making the shopping experience as easy and stress free as possible.
Antonia Rees-Brown was born in 1962 and is half Australian, touring extensively while living there for extended periods before returning to the UK to start a family.
Philip Harmer was born in 1968 and was an active surfer until sustaining serious leg injuries in a motorcycle accident ten years ago while 'off road'.
Together they have shared their passion for the Ocean and beach life and have visited some of the World's most beautiful coastal areas.
Every aspect of the Steamer Lane brand and designs have been created by them from scratch, without any experience or training and with a start-up budget of £3500. Their look book, design photos and imagery can be seen on http://gb.pinterest.com/steamerlane/
SOURCE Steamer Lane