DAILY EXPRESS 01 09 2000
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They say location is everything, but London fashion has turned its back on Bond Street. The focus has switched to the rather less salubrious districts of Hackney and Holloway thanks to a must have item that\u2019s perfect for people who can\u2019t quite remember where they put their flat.
Ever since Sophie Ellis-Bextor celebrated her chart victory over Victoria Beckham by donning a T-shirt emblazoned with the word \u201cPeckham\u201d. the idea of wearing your postcode on your chest has become very hot indeed. Actress Saffron Burrows has been pictured wearing deeply glamorous Hackney, while Gail Porter. Sinead O\u2019Connor and even Emma Thompson have dipped into the T-shirt line which ranges from Brixton to Soho (available in sexy diamante), not forgetting the all-encompassing \u201cSouwf London .
The man behind the T-shirts, designer Kaveh Savage, 40. Has been working in fashion for 16 years. He says he launched his location T-shirts in a fit of patriotic fervour: \u201cIt was bugging me that all our young kids dressed as if they were from the Bronx even though half of them had never been out of the country.\u201d
And don\u2019t accuse Savage of having a London bias. A similar range of T-shirts was launched in Manchester\u2019s Top Shop stores (Glasgow was next on the map) but was discontinued after being snapped up by territorially-minded gangs of youths. \u201cWe were advised to drop the idea,\u201d says Savage.
So what if you are from Gillingham or Auchtermuchty and want the T-shirt to prove it? You can order one-off versions at only 310 more than the regular 319.50 price. Saffron Walden, anyone?
PECKHAM VS BECKHAM: Chart-topper Sophie Ellis Bextor couldn\u2019t resist wearing this Savage London T-shirt, while Gail Porter and Saffron Burrows have also joined the trend.
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