For the second article of brand story, we interviewed an iconic brand inspired by the inclusive culture of traditional workers’ sports clubs, Stepney Workers Club.
Can you tell us about the creation of your brand?
The brand was founded by Simon See and Roger Pereira to fill a gap in the traditional vulcanised footwear market. The aim was to create something different at an affordable price at a time when many footwear options were not available. We wanted to base the brand on the principle of community and inclusion that the original Stepney Workers Sports Club embodied and change the perception of what a modern sports brand can be.
What values do you want to communicate?
Accessibility, inclusivity, originality – we draw a lot of inspiration from these groups, whether it’s the colour of an 80s sports team or a running silhouette, or a mindset or set of values presented in a non-media dominated era.
What inspiration (from the integration culture of traditional working class sports clubs) do you apply in your products and communication?
We take a lot of inspiration from these groups, whether it’s the colour of a sports team or a racing silhouette from the 1980s, or even a mindset or set of values presented in a non-media dominated era.
What does the phrase “freedom of sport, freedom of thought” mean to you and how are these words relevant to the brand?
Freedom of sport – “Sport is physical and present”.
We are attracted to aspects of amateur sport that focus on community, belonging and social aspects. We refer to the way sport brings groups together and creates bonds.
Freedom of thought – “Thought is intangible and connected”.
This part of our brand message refers to our ideas about how every living thing in the universe is connected and is part of this huge collective consciousness that we are not yet able to understand. It’s about being open to ideas and receptive to different viewpoints and ways of thinking.
What does your brand’s signature handshake represent?
When we created S.W.C., it was the unity and openness of traditional working class sports clubs that inspired our core brand values and our “Handshake” logo.
Our club message “Freedom of Sport, Freedom of Thought” and the handshake symbol represent these values, the community and liberal thinking that are the basis of our success.
The handshake symbol represents those values, community and liberal thinking that we associate with these groups.
How does your London background play a role in your brand?
SWC was inspired by the Stepney Workers Sports Club, an anti-fascist, anti-war social club based in Stepney Green, East London. The brand was built on the values that the club represented and stood for.
On your website, you explain that for your new collection, you are making a nod to the sports colour schemes of the 80s and 90s. Did these years have a real impact on your brand?
Those years had a massive impact on the brand, it was also a period before sport became overly professionalised and as a brand we take inspiration from those times and the technology and materials used in footwear, it’s an ode to embracing sportswear and transforming it and transcending it into everyday casual wear.
What is the significance of the name of your SS23 collection? What do you mean when you say that the spirit is more important than the material?
Our SS23 campaign documents a day in the life of a sports coach navigating his routine in a London school gym. We wanted to show that the mind is the most important tool in the event.
The mind is a tool; it navigates and controls. It is able to shape the physical,
create matter and alter the course of “reality”. Mind over matter.
We decided to present the brand in a private showroom only, and we were also very clear about what we wanted to achieve. We went home both satisfied and full of energy for the future.
Big Love, TEAM SWC
The team’s opinion
First of all, we love the comfort of this pair. The flat sole gives a real added value. This is a very good point that we want to underline.
The design allows for a classic yet original and loose look with a pair of wide-leg trousers for example, giving a little Los Angeles feel.
The spirit of the logo (the very stylish crest) represents everything we love about the shop. A real image recognizable from afar.
In terms of shape, the pair has a very advantageous point, the Stepney age very well to wear especially thanks to its premium materials. This is a great advantage, especially considering the democratic price.
The communication and mentality of the brand is going in a very good direction. As retailers, we love brands with a small distribution and a real, compelling story.
Shoppers who used to wear running shoes end up wearing Stepney Workers Club and that’s beautiful.
L.F
Crédit photo: S.W.C
