Fly53 Clothing
Born in the mid 90s from a limited series t-shirt collection, FLY53 has grown into one of the most innovative street fashion labels in the UK. Fly53 produces the very best wearable and original garments. Staying true to its heritage, the brand continues to collaborate with musicians and artists, injecting integrity, creativity and quality into an increasingly bland corporate market.

OUTFITTERS FOR THE RESISTANCE
In 1994, tired of the rock and roll life performing with a plethora of rock leviathans (Whitesnake, Saxon, Stryper, Extreme Noise Terror, Septic Death, Gwar and The Field Mice), Captain Lenny ‘Wolfman’ Grubbs retreated to the wilds of Middle England. It was here that he became the driving inspiration for a gang of disaffected bumpkins.

In the grounds of Lenny’s country pile stood a collection of once grand but now dilapidated outbuildings that became known as the Wolf Sheds. Under the cover of the Wolfman’s post rock and roll blur the Sheds were soon squatted and became a hive of creative industry. Space to design, make and rehearse allowed a number of creative projects to flourish.

“Built in the House of Fly53” became the umbrella moniker for the creative output of the ‘Sheds’.

What’s the name?
Various projects from t-shirts to recordings were released under the numbered Fly:series, named after the Wolfmans legendary and beloved ‘Fly (No53)’ Champion Kickball Team, who famously ignited the 1970 Bolivian Championships.

Series 1 was the inaugural range of t-shirts distributed with a 4 track flexi disk (this was a pre MP3 age). The first (tiny) production run was sold out in a matter of days, although as many were given away as sold.

In following collections Fly:series was adapted graphically to FLY:53R135; a typographic reference to the use of Letraset in the punk and indie fanzines of the 80s, an early inspiration to music obsessed kids growing up far from the accessible scenes happening in the cities.

The output of the House of Fly53 was prolific. As the t-shirt project developed from a graphic experiment and advanced into clothing collections with global distribution, the name was shortened to Fly53, in line with Lenny’s team number and making it easier to remember and pronounce (especially for our friends in the East).

Recognition
When the Wolfman first became aware of the Happenings in his garden he embraced them rather than ejected them. With his encouragement the House of Fly53 began to expand and develop. Merchandising for the musical Fly53 spin offs was an obvious step. This extended into producing merchandising for many musical contemporaries. The success of some of these artists meant Fly53 was unintentionally dressing a vast swath of the nation’s youth.

Fly53 connections and deep roots in music and associated culture meant a natural affiliation with many artists. The clothes were soon seen on the backs of some of the music icons of the time: Oasis, Supergass, Leftfield, Reprazent, Morcheeba, Rae & Christian, Hexstatic, Ash, Mos Def, Oakenfold, Killa Kela, Roots Manuva, Nextmen, The Vines, Athlete, Underworld…. to name a few.

Word spread and soon demand for Fly53 was being sort from some of the finest street fashion retailers around the world. A side project had become a business. Fly53 had become ‘Outfitters’ in the traditional sense, capable of outfitting a Gentleman from head to toe. The challenge was to grow and develop whilst retaining control artistically and financially.

A Leader Lost
The Wolf Sheds had now been outgrown. The Wolfman vanished whilst travelling in South America; kidnapping was suspected but never confirmed.

The team ploughed on in the Wolfmans absence, retaining the spirit of fierce independence. In his absence The Wolfman became a talisman symbolising independent spirit and resistance.

The success continued. Restricting growth to manageable levels ensured slow but strong development. Forward thinking design and attention to detail lead kept Fly53 one step ahead creating many market leading products which, in turn, provided the financial benefits to develop and support its creative interests.

Awareness in Fly53 continued to grow. Staying true to its roots, the original followers were retained whilst new allegiances were continually formed with new devotees. Fly53 was becoming the foremost British Street Fashion brand. The first to reflect a British sub culture previously unrepresented in one encompassing brand.

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