Real Real Genuine, or RRG, was originally launched in 2007 as an experimental collaboration brand. We focused on mens and denim but ventured into colognes, leather, footwear and more.
The concept was simple. Instead of operating like a traditional fashion label with a single creative direction, RRG invited other designers, artists, and brands to collaborate. We worked with Alyasha Owerka-Moore, Anthony Harrison, Methamphibian, Lodger, Alfred Sargent, Baracuta, John Smedley, Eddie Otchere, Social Creatures and more.
Each project resulted in small runs of limited edition products, many individually numbered, which were sold through the early RRG website and a handful of carefully selected retailers in international markets.
These included the likes of Duffer of St George, Aspecto, Luisa via Roma, Fred Segal, very early Revolve, and some of the best Japanese boutiques.
It developed a following among people interested in collaboration-driven fashion and limited production runs. Eventually the project was paused as other work took priority, but the idea behind it remained unfinished.
RRG now returns in a new form that reflects how creative culture and technology have changed.