M.C.Overalls and London College of Contemporary Arts have united to create an immersive collaboration, giving the students the opportunity for insight and exposure into the workings, design and marketing of the UK’s oldest workwear brand. A customised collection of polycotton snap shirts that uniquely combines workwear and storytelling, championing the values of design, inclusivity, community and diversity.

Students from BA Fashion design and marketing designed five unique polycotton snap shirts along with marketing and social media campaigns in tandem. All products have been either individually painted or re-worked using recycled or sustainable fabrics.

All the bespoke works will be on display at the M.C.Overalls Store at 21 Brewer Street, Soho on 20 February, for one evening only during London Fashion Week. Selected students will also have the opportunity to contribute designs to M.C.Overalls’ future collections.

M.C.Overalls now plan to collaborate with LCCA on an annual basis helping to nurture other young creatives, providing an ongoing and live forum for fashion design, retail and marketing exposure to help develop the grassroots fashion industry.

“We are thrilled that BA Fashion, BA Fashion Management and Marketing students at LCCA collaborated on a design sprint with British heritage brand, M.C.Overalls,” said Sadie Clayton, BA Fashion Course Director. “This project will shape our students’ perceptions of the industry and what it means to be a sustainable and ethical designer. We’re excited to partner with a brand eager to celebrate and nurture the skills of grassroots designers by not only providing them with opportunities to gain practical industry experience and showcase their redrafted pieces in-store, but also focusing on themselves, their pathways into the industry and what drives their creative decisions.”