This Brooklyn-Based Brand Is The New Model Off-Duty Obsession

In line with the 'personalised everything' trend

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The brand in question is Peels, a Brooklyn based streetwear brand launched last year by Jerome Peel, skater and DJ. And it is being coveted by models, skaters and stylish New Yorkers alike.

Two super 🌟 babes @veronikavilim and @juliacumming you guys made my day!!

A photo posted by Peels (@pee1s) on

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Hand-made in his basement by Peel and his friends, the line features genuine, unisex work shirts in white, stripe, navy and pink, emblazoned with personalised name tags and the logo of his father's painting business, Peel's Painting.

Sarah wearing our new rose logo long sleeve tee 😍

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The idea to start his own business came when Peel's father asked him to make him a work shirt. He made one for himself, requests from his friends followed straight away.

Grace Hartzel wearing Peels

Since then Peels has become an off-duty staple for It-girls and models not only around NYC. This is also thanks to Peel's girlfriend, model Sarah Brannon, who had a killer Fashion month walking for the likes of Louis Vuitton, Chanel or Givenchy.

@holliemaysaker for peels.

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Brannon is involved in the creative and styling side, and also marketing. She has recently recruited an army of her model BFFs to model the latest collection for an editorial shot by photographer Rebekah Campbell.

business meeting

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The New Yorker editorial features Sarah Brannon herself and models Ilana Kozlov, Katerina Victoria, Jazzeppi Zanaughtti and Veronica Vilim.

Jazzeppi you crushed it. 💥

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YSL muses Grace Hartzel and Julia Cummings, It-models Teddy Quinlivan, Molly Bair, Hollie May Saker or actress Emma Greenwell count amongst the brand's fans.

@molllsbair 🙃

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Feeling the feels in @pee1s

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