PRESS: The Industry Fashion
PRESS UPDATE:
Peace featured in leading fashion industry publication announcing the launch of Peace written by Tom Bottomley
Co-founder and former Creative Director of Albam, James Shaw, has joined forces with former Global Marketing & Digital Director of Dr. Martens, Simon Jobson, to launch a new brand called Peace.
“For the past 13 years, Shaw has been Director of Portugal Fashion Production, providing sustainable sourcing and making product development simple for brands, suppliers and start-ups, following departing Albam when it was acquired by Four Marketing in 2014 (his former partner and co-founder Alastair Rae is still running Albam) and relocating to Portugal.
Peace is rooted in proximity to makers, materials and process, and is “designed as the counterpoint to noise, speed and overproduction.”
Shaw said: “Peace came from a desire to build something closer to the ground. Moving to Portugal wasn’t a lifestyle choice. It was a practical one. Being close to the work changes how you think, what you make and how much you make.”
At its core, Peace is creating a uniform of beautifully made essentials, crafted from “noble materials” and produced through longstanding craftsmanship in small batches in Portugal.
The duo’s ambition is not to chase fashion cycles, but to create thoughtful, understated and authentic garments and objects.
The first ‘Chapter’ of Peace products launched direct to consumer last month, with an “essential uniform” consisting of five pieces: A denim jean, a white T-shirt, silver jewellery, a loafer and a deerskin jacket. Each is “designed for permanence and repetition” using slow and considered techniques with the best fabric and fits.
Wholesale sales for SS27 are being handled by HYW International, run by Hellen Yrga, who already counts the likes of Wales Bonner, Barena, Milk White and Dala in her showroom portfolio. Peace’s SS27 collection will be available for buyers to view from 15 July at 49 Old Street in East London.
Simon Jobson commented: “For the remainder of this year, we will introduce monthly product ‘Chapters’ built from the foundations of denim and simplicity that underline our beliefs. In 2027, we will expand this approach to dressing to include casualwear, activewear, tailoring, knitwear and more footwear and jewellery.”
“It’s all about a uniform that removes unnecessary choice, reduces distraction and is not seasonal, trend-led or expansive.”
Jobson first met Shaw in the early noughties while working together on the Umbro by Kim Jones brand. “We shared a passion for product, design and brand building, but more importantly a belief that the best brands stand for something beyond what they sell,” added Jobson.
“Following our time at Umbro, our careers took different paths. James founded Albam, helping shape a more considered approach to menswear, while I held leadership roles across various brands, including Lacoste, Dr. Martens and Aquascutum. Throughout those years our conversation never really stopped, and we found ourselves asking the same questions.
“What should a modern lifestyle brand look like in a world that feels increasingly distracted, accelerated and disconnected? Why had so many brands become louder as their products became less meaningful? Why did clothes increasingly feel more like content than objects connected to people? Peace emerged from those questions.”
Retail prices reflect the premium nature of the product, with denim retailing at £255 -£400, jersey at £90 - £120, fleece at £95 - £260, knitwear at £215 - £450, suiting at £460 - £685, leather outerwear at £2,825 and footwear at £275 - £300.
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