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New in: Nicce London

By Gavin Jewkes, 19 January 2015

If the latest collections at LC:M and Milan Fashion Week are anything to go by, the streetwear revival is unlikely to be snuffed out by tastemakers any time soon. And that’s great news for everyone partial to all things longline, embellished with zips, or of a monochromatic palette. Nicce London (pronounced like Nietzsche the German philosopher, not, we’re reliably informed, the dunker’s biscuit of choice) is one of the newer street brands to explode onto the London scene, toting a range of covetable casuals that have ‘look twice’ appeal without being as outright showy as some of its contemporaries.

Picture: ASOS

What is it?

Nicce is a baby, really. Established midway through 2013, it has quickly made a name for itself with a number of trendy musicians. Early adopters include the alway-on-point Bombay Bicycle Club and Chvrches.

Picture: ASOS

Why should I care?

Because you love streetwear, but don’t want to alienate your bros by repping the look too hard. Instead of mesh panels and skirt-like base layers, this stuff is wholly wearable and won’t make you look like a member of an aspiring X Factor boyband.

Picture: ASOS

Who wears it?

People who aren’t freaked out by how you pronounce the brand name. And anyone who wants to cut themselves a slice of the streetwear pie without looking like a fashion victim.

If it were a meal, what would it be?

The best comparison to make would be that it’s fresher than a pillow with a mint on it.