Tuesday, 29 September 2009

In store: Brutus Trimfit

The Original Brutus Trimfit Shirt has been re-launched. An iconic shirt that remains true to its original design. Here's the official blurb:

The legendary family-owned Brutus fashion line has been re-invigorated by a new generation.

Originally founded in 1966 by brothers Keith and Alan Freedman, the brand has now been revived by Keith’s son Jonathan Freedman. The Brutus line began with a single sweater and became a household name selling t-shirts, shirts, knitwear and denim.

The label became known for their award winning adverts, numbering David Bailey and Saatchi and Saatchi among the creatives working on the innovative and provocative campaigns. The nation was seduced into purchasing pairs of figure-hugging jeans and chiming along with David Dundas, as he sung “I pull my Brutus jeans on”.

Since taking over at the helm, Jonathan has discovered that the first Brutus shirt, called the ‘Trimfit’, has a cult following among mods and suedeheads throughout the world and has been documented in numerous books and articles about British fashion. Throughout the late sixties and mid seventies this iconic shirt sold in the millions.

Jonathan felt it natural to re-launch the brand but in a low-key and stylish manner. This classic British shirt is being introduced to a whole new generation whilst also appealing to those for whom the Brutus Trimfit remains an enduring and beautiful memory.

Brutus was born and bred in the east end of London; its name coming from the popular men’s aftershave ‘Brut’, which Keith and Alan both wore. The brothers added the word ‘us’ and thus emerged the name that was at the forefront of the British fashion industry for three decades.

Keen to stay as true to the original vision of the brand, Jonathan has even returned to the original manufacturer in Hong Kong to recreate the Brutus ‘Trimfit’ from 1966 and to ensure that every detail matches the original.

Below, one of the Saatchi & Saatchi ads from 1974:

This song "Jeans On" later became a one-hit wonder for David Dundas, reaching #3 in the UK Singles Chart in July 1976.

To see our range of Brutus Trimfit Shirts, visit StuartsLondon.com