Skunkfunk

The name Skunkfunk is used to describe a unique combination of fashion and streetwear. They claim to not "follow the herd" of high street stores and therefore do not follow the fashions of each season. Instead, they group together designers from diverse places around the world, who bring their ideas to create innovative garments unlike any other. What is more, the clothes are designed never to go out of season. By not copying catwalk styles, they create their own unique style and image so that Skunkfunk clothes never have to leave the shops. Every item released each season is here to stay, available to buy whatever month it is. The clothes stay with fashion because it is its own fashion.

Skunkfunk, as an urban streetwear company, need to have clothes that are durable and well-utilised. The clothes are designed to be "multi-funktional" in their own words, usable in different conditions. And they certainly are versatile, as they can be reversible and detachable and they can be worn at different occasions and in different environments. This is what urban streetwear should be: practical yet stylish.

Skunkfunk originated in Spain 10 years ago in 1996 by selling simple t-shirts, later transforming into the Skunkfunk it is today. Their success is shown with the news that whilst the line is distributed in over 700 independent stores across Western Europe USA and Japan, they are soon to be selling in stores in Greece, Croatia, Australia and New Zealand. And you can't help but be surprised at the success of the company when they owe it all to guerrilla marketing. In order to keep the prices of the clothes down, Skunkfunk don't spend the pennies on advertising, rather they do it on the cheap as much as possible. One such brilliant invention is the People Do Funk campaign. This involves people who actually buy and wear the clothes appearing on the website rather than featuring purely the models who are styled in the clothes. Another advantage to doing this is that you can see how people dress in the clothes in real life, combining different items how they like, and seeing how comfortable, confident and relaxed they feel in the clothes.

The range on offer at Skunkfunk provides the consumer to have the opportunity to create their own individuality and personality with the clothes. It is evident that there are different backgrounds from all over the world that have inspired the designs and patterns of the clothes. You can find black polos in the style of the Far East alongside 80s stripes of London. And particularly with this summer's collection, the wide range in colours allows you to dress how the hell you like and not be the same as anyone else. The growing success of the company has now led to even more diversity, this time by including accessories and an underwear line. This season sees a total zipper bag, made entirely of zips and a funky oversized circular beach bag.

The line is available through Skunkfunk's website and through independently run shops, again shying away from the mass consumer approach to fashion. Funk stores are found throughout Western Europe and will usually feature all of the clothes that Skunkfunk has had since its inception, so there is never any fear about missing out on an outfit from the season before. These stores are not a franchise, rather they are independently run and all share in the same passion to sell Skunkfunk clothing.

The range is available to both men and women, selling anything from trousers and shirts to dresses, skirts, tops and woolly hats. The line, particularly the autumn/winter line of this next season, sees a clash of the traditional with urban. The versatility of the clothes allows anyone to mix and match, or wear an outfit as casual wear or as dressy yet funky evening wear. The clothes are not designed to suit any age either, but can be worn by anybody who fits in them.