In the ever-evolving world of streetwear, few brands have maintained their cultural relevance and innovative edge quite like Criminal Damage. Established in 1991, this iconic London-based label has continually captured the spirit of the city’s youth. Now, as it marks over three decades in the industry, Criminal Damage is set to make a striking statement with their relaunch Fall/Winter 2024 collection, titled “Track & Field”.
Perfectly timed with the Paris Olympics 2024, the “Track & Field” collection celebrates the dynamic synergy of sports, athletics, and streetwear. This season, Criminal Damage elevates its game, offering a range of pitch-ready, training, and post-game apparel that redefines streetwear with an athletic twist. Iconic silhouettes, bold graphics, and innovative fabrications come together to pay homage to the enduring influence of sport on fashion.
The collection features an array of varsity jackets, training tops, football shirts and baseball jerseys, each piece a nostalgic nod to team sports, infused with a contemporary flair. The designs prominently display ticket stub repeat prints and re-worked varsity-style logos, with the number “91” serving as a proud reminder of the brand’s founding year and its enduring legacy.
Monty Aytan, the force behind Criminal Damage, shares insights into the brand’s journey and the creative process behind the new collection, in our interview:
Criminal Damage has been a staple in streetwear for over 30 years. As you reflect on its journey, what aspects of the brand’s original essence have remained intact, and what has transformed along the way?
I would say the mission has always been the same - We have always been about the people and a product of our environment, the idea of creating a high quality product which is attainable has been the goal since day one. When looking back over the years, you can see the transformations of the collections and the way in which they are shared with the public. The biggest development has been social media, it’s changed the way in which business and marketing are done. We’ve always viewed Criminal Damage as a brand we’re here to steer forward on behalf of the community we serve. Engaging with our community through social media has allowed us to be more aligned to them and keep the Criminal Damage community at the core of everything that we do.
In a landscape where streetwear trends can shift overnight and digital noise is at an all-time high, how do you navigate these challenges to keep Criminal Damage fresh and innovative?
We have never been afraid of change. The saying 'the future is the youth’ has been something we have instilled in the brand. You have to adapt and evolve otherwise you will get left behind in this game. You have to be on the pulse and push your own boundaries. Graphics are at the heart of everything we do at Criminal Damage and working with the best artists and graphic designers who really understand where things are going keeps our collections fresh and forward-looking. It’s about finding that moment where one foot is ahead of trends, and the other is helping to forge trends of your own.
Walk us through the creative journey of your latest collection. What sparked the move towards a more elevated and contemporary look, and how did that vision come to life?
We wanted to challenge ourselves, to be able to create a collection we could showcase globally. The market, especially the UK seems to be the same old brands all doing the similar things. We want to show that London can be a player in the global streetwear world. With all collections we start off with ideas we’re inspired by and these feed down in to the final collection. For the aw24 collection, we’ve been able to add new elevated categories, fabrication and silhouettes. There’s an abundance of choice in the market today but much of this choice has been created by players in the market who are prepared to compromise on quality in the rush to bring newness to market. We’re always on a mission to re-educate customers on the value of quality apparel that’s designed to last and become a part of their wardrobe now and through the years to come.
Every collection has its standout pieces. Do you have a personal favourite from this new line, and what makes it resonate with you?
It’s very tough to pick out just one. But if I had to choose it would probably be the leather workwear overshirt. It’s the perfect layering piece which can be dressed up or down.
Criminal Damage has reached impressive milestones. Looking ahead, where do you see the brand going next, and what exciting directions or projects are on the horizon?
We want to take the brand international. We’re constantly thinking of what to do next and coming up with dope collections and collaborations. We have something very exciting on the way but we cannot reveal just yet so watch this space!
We are based in London, when and where will our audience at Goldfoil Magazine be able to purchase the new collection?
The collection launches end of August, keep an eye on Criminal Damage’s socials at @criminaldamage and https://www.criminaldamage.co.uk/ to be the first to know.
