Before founding the Italian streetwear label Aries, Sofia Prantera graduated from two of London’s most prestigious fashion incubators: Central Saint Martins, and Slam City Skates. The former played a role in the careers of legendary designers such as Alexander McQueen while the latter helped form streetwear heavyweights like Palace Skateboards. Aries brings together sensibilities from both worlds (high fashion and streetwear) — something that’s far more common today than it was in 2009, when the brand was founded.
Prantera hasn’t wavered in her stance of proudly going against the grain, never letting Aries conform to streetwear’s male-centric ethos, and keeping the majority of its production in Italy so she can ensure the highest standards. All of which helps to explain how the brand has maintained its edge and built a considerable following in the decade-plus it's been around. A following that just keeps getting bigger, thanks in part to airtime on Euphoria, and plenty of high-profile customers — Little Simz, Taylor Russell, and Dua Lipa to name just a few who’ve been spotted wearing Aries.
We took a trip to London to meet the community that Prantera has built, and to get to the heart of the question: What makes Aries so special?
SOFIA PRANTERA, CREATIVE DIRECTOR
“Its ineffability and reluctance to obey traditional fashion codes.”
NICKI BIDDER, CEO
“Our constant cultural output, from exhibitions to books to events, makes us special and binds us to our community of customers, contributors, and like-minded thinkers. The integrity of Sofia's design and our graphic artists; our manufacturing that uses the highest quality materials and processes — largely out of Northern Italy — sets the product apart, and keeps our customers coming back for more. For our team, Aries is a vehicle for ideas and creative output beyond fashion.”
MARVIN JAVIER, GENERAL MANAGER
“The people I work with. And the community around the brand, innit!”
LAURA WARD, MARKETING MANAGER
“Aries is an anomaly. It's truly and authentically undefinable, and it does something that no one else is doing. The women behind this brand are what make it; Sof is the OG. If you know, you know. The love for the brand that I see first hand and that I hear about every day, is overwhelming.”
JAMES MCCARTHY, ECOM + ART DIRECTOR
“Working and collaborating with such amazing and creative people; I never get bored. It’s anarchic and unconventional.”
AMELIA WHITE, DIGITAL EDITOR
“Those at the helm! Sofia Prantera is an absolute breath of fresh air and hasn’t been blinded by corporate greed — she strives for a sustainable business structure that sees its employees being treated fairly and not worked to death. Aries’ CEO Nicki Bidder is an utter powerhouse and a complete force to be reckoned with; her work ethic is inspiring. It’s really refreshing to be able to look up to two women who have built such a clear identity in the fashion and streetwear sector.”
KATIE GREENWOOD, HEAD OF DESIGN
“Aries is a small company with a big imagination — we take a holistic and ambitious approach to every project. We begin by imagining the big picture, the most ambitious possible end result and the most powerful imagery that we can create, and we work backwards from there. Also, we embrace chaos, mistakes, and discord, which makes our collections a little tricky to merchandise.”
TOM PASSAMONTI, DESIGN
“We don't put ourselves into one box. We explore and evolve each season by experimenting with ideas, research, and mistakes.”
MARTIN WEDDERBURN, HEAD OF GRAPHICS
“One must still have chaos in oneself to be able to give birth to a dancing star.”
BOB FAKHARI, STORE MANAGER
“Aries is a unique brand because it’s all about the community and love for the streetwear and skate culture around it. Before the money and revenue there’s a sense of family and closeness around the brand that makes it special. Whether it’s through events or collaborations, Aries is a brand made for everyone. Nowadays that’s hard to find, which is exactly why Aries stands out from the crowd. Plus the stuff is pretty fucking cool.”
This story appears in the new issue of Highsnobiety Magazine. Head here to get a copy.
