Introducing SWAY London, a story of a new brand born from the ashes of Lockdown with the aim of becoming an internationally recognised, luxury lifestyle streetwear clothing and accessories brand. A distinctive casual to smart causal collection that is alluring, embodying the feminine and masculine with elements of sport. SWAY London is the brainchild of founder Mark Winter who, together with his business partners Terence Burrows and Pino Grillo, have more than 50 years’ experience working with major brands and events.
The brand’s debut collection, launching with SS21, encompasses a large range of stylish pieces, from t-shirts, hoodies and sweatshirts to dresses, twinsets, and swimwear with the SWAY London logo prominent throughout. Embedded into the SWAY London brand is the Phoenix, a mythical creature that is born from its own ashes, creating a recognisable symbol and iconic looks to both menswear and womenswear ranges, which also reflects on how SWAY London was created; through the ashes of the first national lockdown.
The SWAY London 100% organic cotton cropped womenswear hooded loungewear set is sold as both a two-piece (£205) and separately (hoodie £125 & shorts £95) and available in three colourways; black and white tie dye, baby pink and black. The Scuba Body-Con dresses, emblazoned with the iconic SWAY Phoenix are priced at £165 and come in a hot pink and neon green, whilst the cropped sweatshirts are available in two styles, featuring two of the SWAY London logos, both priced at £125.
The SWAY London menswear collection features two classic style sweatshirts, featuring the SWAY London gold foil finish and pastel blue logo design, both 100% organic cotton, with a regular fit finish, priced at £185. The logo printed tank tops features a round neck, straight hem and the SWAY London logo printed large across the chest, available in three colourways and priced at £110.
SWAY London is launching online at www.sway.london from April 2021
