London's UNCONDITIONAL is now 9 years old – designed by Philip Stephens, it initially started as a tiny capsule of mens knitwear for the Concrete Shop, in Soho, London late in 2003 and was joined by a small womens collection 2 years later. UNCONDITIONAL has shown on the official London Fashion Week schedule for 7 seasons, starting in 2005-6 , and also for two seasons in New York, and 3 times by invitation in Shanghai and Amsterdam.
The first UNCONDITIONAL standalone store opened in London next to the Covent Garden Hotel in 2008 and was joined in 2011 by a popup flagship store in central Manchester. The Concrete Shop closed in 2010.
UNCONDITIONAL is said to be very London in its attitude ( "whatever that means ? " : Stephens ) yet with an ease and simplicity sometimes described as quite American. From early on it was said to be "a winning combination of the laidback and the edgy" .The backbone of each collection remains a unique range of ‘luxury basics’ with an overlay of more special pieces; usually favouring a relaxed style, UNCONDITIONAL is often mildly androgynous. UNCONDITIONAL has established its own feeling of a modern elegance with a dash of pure rock’n’roll – pieces that are uncompromising in their attention to detail with high quality fabrications, always favoring pure, natural, ethically produced fabrics and yarns. Clean, strong silhouettes are always intentionally quite sexy, often balancing a signature of drape set against structured, architectural tailoring. The brand's cashmere knitwear has many fans.
The mens collection caters to a wide range of men from film, sport and music such as actors Brad Pitt, Jude Law, Jared Leto, Sir Ian McKellan, Luke Evans, Orlando Bloom, Johnathan Rhys Meyers, footballers David Beckham , Cisse Dijbril, and Thierry Henry, to musicians The Prodigy, Will.i.am, Depeche Mode, Mr Hudson, Mika, Skunk Anansie, Tinie Tempah, David Bowie, Kanye West, David Guetta, Royksopp, Kasabian, Will Young, JLS … and onto the ladies front, from Rihanna , Skin, Gwen Stefani, Chrissie Hynde, Patti Smith, Kelis, Pixie Lott, Tori Amos, Cameron Diaz, Annette Bening and even Madonna… showing a truly diverse appeal. " We hate all that celeb stuff but sadly that's all people seem interested in these days".