Pleasure Principle

Pleasure Principle is a relatively new brand, the concept of two New York designers in 2002. Adrian Cowen and Diva Pittala set out to create a range of tees and casual clothing, with the aesthetic of the brand being “casual bondage”. Cowen and Pittala don’t use much colour in their creations, and that’s what The Chronicles of Cool love, its not over the top. Pleasure Principle is showcased in only a handful of places across Europe, so if London is close to home try out Michiko Koshino on Broadwick Street or Concrete on Marshall Street

Below are a few designs that have caught our eye, The Chronicles of Cool especially love the ‘Die Laughing’ tee:

Book Club

The latest brand that The Chronicles of Cool has fallen in love with is Book Club. Book Club is a relatively new brand which has come fresh out of Australia, a nation more famous for its scantily clad beach goers, than its fashion industry. Although Books Clubs clothing from a distance, seems very simple and very similar to other labels on the market, it’s the finer detail such as the leather trimmed pockets that The Chronicles of Cool loves and makes it so unique.

With Autumn/Winter 2009 their first collection, this is defiantly a brand that The Chronicles of Cool recommends for the future. With both designers still in their early 20’s, they can only get better, so expect more to come when the sun and the shades come out for Spring/Summer 2010.

Have a look at some of Book Clubs range for AW09:

Gold Teeth

After browsing one of Mike Skinners new mixtapes (which hes banging out left, right and centre), Chronicles of Cool came across something magical in the form of Gold Teeth. Gold Teeth are a South London band pumping out what can only be described as ‘Afrobeat mixed with ska noir’, a strange combination at first (like Peanut Butter and Jam), but it grows on you. Still unsigned, which probably isnt for long, Gold Teeth are throwing on gigs at small venues across London throughout April, May and June (Including Camden Crawl). To see what the fuss is about, catch the band at their myspace. Chronicles of Cool especially recommend 'Everybody' which has both Tropical/Afrobeat flavours and an electronic pulse running right through it.

Humor Clothing

To get the ball rolling with this, is a brand The Chronicles Of Cool has fallen head over heels in love with. Humor fuses together bright coloured clothing perfect for the summer months, influenced by the Metropolitan undergeround music scene from New York, Berlin, London and Copenhagen. The empahsis on the oversized belt loops on the denims and the offbeat colour combinations on the shorts and jackets makes this brand stand out from anything you can pick up off the racks in your average highstreet retailer. Heres a snippet of a few garms that have tickled our taste buds, all of which are available at oki-ni:

1. Humor Checked Jacket
2. Humor Jeans
3. Humor Multi-colored Shorts