Samuel Ross Unveils SR_A: A New Chapter in Fashion
After selling his first brand, A-Cold-Wall, to Tomorrow Ltd earlier this year, Samuel Ross is back with a new venture that aims to redefine the fashion industry. The launch of SR_A marks a significant shift in Ross’s creative direction, moving away from streetwear towards a more refined and artisanal aesthetic.
SR_A, which stands for Samuel Ross Atelier, was founded five years ago but has only recently ventured into the world of clothing. Prior to this, the brand focused on collaborations with luxury companies such as LVMH, Apple, and Nike, as well as showcasing Ross’s sculptural furniture designs. According to Yi Ng, CEO of SR_A, the brand seeks to bridge the gap between modernity and heritage for a post-streetwear consumer.
In a time where streetwear is becoming increasingly saturated, Ross saw an opportunity to create something different. He wanted to offer a new perspective on luxury and craftsmanship, moving away from the mass-produced nature of streetwear towards a more bespoke and artisanal approach.
The SR_A collection, the result of 18 months of development, features meticulously crafted outerwear made to order. Each garment is carefully constructed with intricate details, reflecting Ross’s commitment to quality and craftsmanship. The brand’s focus is on creating a new model that values brand integrity, craftsmanship, and collaboration with skilled artisans.
These garments are designed for a more discerning consumer who has outgrown the flashy logos and mass-produced items typically associated with streetwear. Each piece is thoughtfully designed, from the London-cut tailoring to the Italian-veg-tanned-leather accents and sashiko stitching. Every detail is meticulously considered, with each garment hand-signed to signify its craftsmanship and attention to detail.
By partnering with UK-based ateliers and artisans, Ross ensures that each piece is ethically produced and that profits are fairly distributed. This commitment to sustainability and ethical practices sets SR_A apart in an industry that often prioritizes speed and profit over quality and craftsmanship.
