Home schooling doesn’t just have to be Maths and English…

Syd has also been helping me to sort out some vintage. Pieces have prompted us to talk about geography, history, recycling, sport, fashion and music.

We like Starter jackets because they are comfy, warm and will never stop being cool. We are both sporty lads too, although I reckon he’s routing for Aerosmith when they take on Run DMC as he a bit of a metal head.

From a professional point of view, I've always dug the Starter S & star logo on the jacket sleeve. It’s “S” strong identity but that positioning gives an air of confidence. It’s not in your face because the team’s id is primary, but there’s also the point that people on the street will know its a Starter without seeing the badge. The jacket’s wide silhouette and that unique fabric means that those in the know will spot a Starter in any crowd.

In the 80’s/90’s rush for the US college and pro sport dollar most brands went into overkill and lost their hard to find cult image. Starter though stayed true to their core product and therefore never stopped feeling underground and sincere.

I don’t think that many sports brands form that era have stood the test of time. For me, the Starter jacket is 20th Century Americana icon; as much a staple as the award jacket, sweatshirt or hoody.

The Starter brand has always been 100% product lead and that’s a super brand. 

WORDS BY John Howlin ➡️ ATIKA Commercial Manager