Uniqlo cashes in on London's edgy style...

Kim Jones, Gareth Pugh and Carrie Mundane of Cassette Playa fame (pictured) have all designed T's for the range that promises to be pure nu-rave. Mundane, whose designs are a big hit with the Boombox crowd, and whose collections have been inspired by retro gaming (think Sonic the Hedgehog brought to life), describes her design for Uniqlo as being "quite Fisher Price", featuring geometric shapes and signature primary colours. Pugh's T-shirt will be printed with his trademark monochrome checkerboard and stars, and Jones has used lyrics from his favourite 80s tunes as inspiration. Very cool indeed.

Last season Uniqlo bagged provocative editorial photographer Terry Richardson to shoot their advertising campaign. It looks like this recent signing could be part of a bigger game plan to 'buy in' some cool - by aligning the brand with cutting edge talent to seriously up its cool credentials.

By Melissa Dick

Posted July 30 2007