Money Clothing and Fashions for Men

Background:
MONEY was started by Nick Cordell and Melvyn DeVilliers in 2003. We were joined by Japanese designer Takashi ‘Maru’ Marujo in 2004. Our ambition was to take make garments that we would be proud to wear, not just because of the label, but also because of the product itself. Classic garments, exquisitely made from the finest materials infused with our own particular attitude and style - a mix of street sensibility, London swagger, Japanese attention to detail and
Obsession with quality.

Brand evolution:
When we started out, the brand was essentially graphics based tees and sweats but has gradually expanded to the broader, yet still tight ranges produced today. We still love our graphics, as do our customers who connect with the instantly recognizable KingApe™ logo, but these days we are focusing more on the use of unique fabrics.

Early success in the Italian market meant that we were able to manufacture with the best factories over there. Italy has proved to be one of our most enthusiastic markets and the MONEY brand has become popular with many of their top football players. A fact which has obviously raised our profile their no end. Maru has been developing relationships
in Japan. We are now using Kojima selvedge woven on vintage looms for our denims, and 1950’s French Terry jersey, slow-knitted in Wakayama for our vintage sweats. Our commitment to quality is unquestionable.

But our sense of exuberance as with our early Def Jam commissions (featuring real money appliqué) has not been
lost. The outrageous parodying of the then prevalent concept of ‘bling’ is something we still enjoy and we’ll stop at nothing if we feel its worth it. You may have noticed TI holding his pants up at the MTV awards recently with his
$40,000 18 carat gold studded MONEY belt. MONEY is no ordinary streetwear!

Key pieces:
Running through much of our range is our trademark use of real dollars as part of the garment (in denominations from
$1 - $100) and we have extended this concept recently to include a 3 peso Cuban note (featuring Che Gureva and smuggled out of the country) and the Columbian (for obvious reasons) bill too. Prints we have used throughout the
range are: Pornoflage - a camo pattern based on topless 70’s pornstars, and the ApeTooth check - a geometric interpretation of the ape’s head. The KingApe™ logo is one of the first things you will notice on any MONEY garment and anything bearing this is a key piece! For SS08 we will be introducing a trainer line. The initial models will be classic leather low tops in a range of colours/ materials with clear soles that reveal integral one dollar bills . Unless you’ve got the 100% Italian leather option with $100 notes that is.

Customers:
Our broad appeal means that our customers range from young male urbanites to top European footballers (David Beckham ex of REAL MADRID, Alberto Gilardino of AC MILAN and Ashley Cole of CHELSEA) and US hip-hop artists
(Jay-Z , Neo, Hank Shock Lee, D La Soul etc) and people that identify with the attitude and are comfortable with the street/sport style. 

Key Doors:
Harvey Nichols worldwide, Bauhaus Hong Kong, Penelopy’s Milan, Up Against The Wall in the US. With all top independents
Across the UK, Italy and Scandinavia.

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