The definitive visual record of Aries—the boundary pushing London-based streetwear label with a cult following composed of skaters, counter-culture obsessives, and the effortless “cool girl.”

Consistently turned to as a purveyor of UK cool, the clothes are marked by a bookish-meets-street sensibility, garnering it a cult-like following. The brand has always leaned into an insightful use of graphics, the Aries logo and “No Problemo” are instantly recognizable and donned by fashionable Gen Zers, skaters, artists, and tastemakers across the globe. Formed in 2009 by Sofia Prantera and Fergus Purcell, London-based and Italian-designed label Aries has cemented itself as a permanent fixture on the streetwear scene—and the brand continues to have its finger on the pulse, interacting with an eclectic group of creatives, David Sims, Joshua Gordon, and Mia Khalifa, and behemoth brands, Clarks, Crocs, and New Balance, while infusing everything they touch with a mixture of expertly curated underground reference points and undeniably fresh energy.

This tome, sitting at just under 400 pages, gathers the brand’s collaborations, photographs, graphics, community, and clothing from the last decade in a way that only Aries can. Insightfully designed by Jonny Lu, formerly the creative director of i-D magazine, the book is beautifully printed on Munken paper and packed with Aries-isms. A daring visual feast, this volume is a one-way ticket to Planet Aries and an essential for any lover of streetwear and its counterparts.

About The Author
Aries is a streetwear label based in London. Angelo Flaccavento is an Italian fashion journalist, writer, and curator.