I Saved Laurence

If you want to brighten-up the grey dreariness of overcast days, get yourself some fabulously bold printed streetwear and jewellery from Portobello-based I Saved Laurence.

The main man behind the label is Laurence Davies who made an anagram of his name to form the company. "My final collection was based on schizophrenia and that's how it emerged" explains the man himself from behind the counter of his fantastic shop just off Portobello which doubles up as a studio and also a great meeting place for followers. After graduating from Surrey Institute with a degree in Fashion Design, Laurence started making T-shirts for mates and the demand was such that he set up business, got an order from Topshop and several independents across the UK. Then in March 2007 Laurence opened his shop which could be described as a post-modern curiosity palace: a bombastic display of T-shirts, sweatshirts, perspex and plastic jewellery.

The acessories have developed alongside the clothing. "We just started making pieces that would enhance the clothes and it's developed from there," Laurence says. Think Japanese manga mentality meets Tatty Devine crossed with Nu Rave and west London skaterheads and you'll get a feel for what's going on here. For girls there are prints which immortalise Converse and Reebok trainers, there's Killer Shoes designs for girls, skeleton tops and leggings, roller skates, godzilla and cassettes. For boysies we have boom boxes, VIP passes, sunglasses and teenage dreams. Accessorise with, necklaces paying homage to US states including Florida, New York, California and Texas, cassette necklaces, trainer brooches and a scary lairy black and white sequined bum bag which Laurence calls a fanny pack. All can be ordered online but if you get a chance do drop by the shop because Laurence and co can make things to order on site and to your specifications.

Words: Marian Buckley

I Saved Laurence is at Unit 3, 253 Portobello Road London W11. www.isavedlaurence.com. T-shirts costs £28, sweats £36 and hoodies £38.