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Crotch-squishing jeans and Trimfit shirts – 1960s London label Brutus is back

Posted at 2:30 pm, January 17, 2013 in Shopping & Style

East end brothers Keith and Alan Freedman created Brutus in 1966, a London fashion brand of shirts, tees and jeans so tight they’d less hold and hoist, more squish and squeeze. In its heyday, Brutus was known for its out-there ad campaigns, David Bailey-shot TV commercials, and the ‘Trimfit’ men’s shirt – in the late ‘60s and ‘70s this icon of swinging London sold in the millions. After 30 years off the shelves, Keith’s son Jonathan has recently re-established the family business, and Brutus is back. To celebrate, he’s asked 30 emerging British artists to re-work the Trimfit, each drawing their designs onto the shirt itself. The finished pieces are all on show this week in deepest, darkest Soho – with archive Brutus ads and David Bailey images – at Walkers Court, the saucy cut-through between Wardour Street and Berwick Street, until Jan 22. Dan Jones

For info, see brutus-trimfit.com.

Watch this David Bailey advert below:

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