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By its very nature, fashion is based on innovation and different concepts. Taking what is considered “normal” and putting a specific spin or angle on it. Sometimes, these dalliances hit and sometimes, they miss but every once in a while, a design concept is born that simply has no option but to succeed.

Real Real Genuine is one of those concepts.

The idea is to give emerging talent a shot at producing desirable product and have it seen alongside respected brands in apt venues. Each style is limited in edition and is only available to view when it is available to buy. Retail environment is key to the Real Real GenuineRRG soul and only in selected global retailers and it’s own web pages will the product grace.

This is not the usual industry “Limited Edition” hype this is Limited Edition as a top artist’s print or signed first edition. The pieces are styled to the utmost calibre and as such, are treated as a valuable statement.

In the brands initial outing, there are collaborations from the likes of Alyasha Owerka Moore, Fiberops and uber NY label, Local Strangler. Unique denim from underground brand Blue Nail and a select cologne developed by Social Creatures.

Throughout the season, Real Real GenuineRRG will be feeding more quality product into the scene with design and quantity varying, integrity always key.

This product is not for your average fashion consumer but more a brand connoisseur and collector of all things fine.