Who Dares Wears

Who Dares Wears

A London-based T-shirt label has won its battle against the Ministry of Defence to call itself Who Dares Wears. Founder Chris Jepson launched the "curbside couture" label using designs inspired by tattoo art. He was gobsmacked when a recorded delivery letter arrived from the Ministry of Defence claiming that the public would assume the T-shirts were part of the SAS. After researching the issue, Chris discovered that the MOD had made a similar claim involving the Arcadia Group regarding the red, white and blue target symbol. This went to court and the MOD's argument that people would assume clothing bearing the target was related to the RAF wasn't successful. So Chris stuck to his proverbial guns and has continued to expand his range of designs gaining a cult following with off-beat models and ambassadors for the brand including Mizuz Inkaholik, Minxie Malone, Sapphire Star, Veronica Valentine.

Chris's future plans include expanding into the US, launching a sister brand and opening a tattoo studio.

www.whodareswears.com

words: Marian Buckley