“When the company started, Zone 7 didn’t exist in London, only Zones 1 to 6. We were showcasing the type of vintage products that, in a sense, didn’t exist in most people’s

consciousness; hence the name Zone 7.”

For Seth Bradley, it’s emotional. The 26-year-old owner of Zone 7 Style is more than just passionate about vintage sportswear, he knows it inside out – quite literally, in most cases - wax-ing lyrical about construc-tion and fabric as well as the importance of good design. And like any great aficionado, what he knows, he can’t wait to share, enthusiasti-cally passing on tidbits and anecdotes and stories one after the other as you browse the rails in his East London showroom. Would we like to see some original Versace catalogues from 1994, he asks. Er, yes we bloody well would. And what about a one-off early 90s North Face hat that never went into pro-duction, or a pair of vintage Helena Rubinstein shades that he’s putting aside for a celeb client, or perhaps some printed Versace jeans like the ones Linda Evangelista wore in the campaign? Oh, and did we know that Moschino keep an archive of every piece they’ve ever made? And speaking of which, did we know that they collaborated with Persol on some sun-glasses once? It’s fascinating, inspiring and infectious an attitude that’s allowed him to take what was initially a love for clothes and turn it into a successful specialist business. Blow popped down to have a chat with Seth about his plans for the future, the last true Bri-tish fashion move-

his feelings about Princess Diana...What does Zone 7 mean?Back when the company started in 2007, Zone 7 didn’t exist in London, only Zones 1 to 6. We were showcas-ing the type of vintage products that, in a sense, didn’t exist in most people’s consciousness; hence the name Zone 7.Your collection is very niche – how did you get into such a specialist area?I was obsessed with Nike Airs as a kid and used to spend hours cut-ting the pictures out of my mum’s Littlewood’s catalogue to cover my school books. I got my first pair in 1994 and was so fascinated by the fact that they had air in the sole that I cut into them with a saw to see exactly how they worked! Then in 1996 my dad took me to New York – I was awestruck. We went to Marshall’s and I had a meltdown at all the amazing designers – my dad kindly bought me a suitcase full of everything from Tommy Hilfiger to Ralph Lauren and I rocked up back at school, not in my uniform, but dressed entirely in all my new stuff!Any exciting future ventures we should know about?Well, I’m doing some consultative work right now and acting as a crea-tive director for capsule collections in order to create premium apparel ranges for various brands. I love the idea of really expanding and developing existing products. I’m also just about to launch an online

boutique on ASOS Marketplace in October which is really exciting as we were one of the first companies approached.Tell us about your costumersbuying the snap-back hats and Versace prints but also a more sophisticated older crowd wanting the classic Persol sunglasses like Steve Mcqueen used to wear. Even though I’m based here, I don’t have a big East End following – my fashion contingent’s more international; I get alot of US interest – they’re more receptive in New York and certain trends dictated by American cities always take longer to reach our shores. The last true British fashion movement was the Football Casuals boys of the 80s who used to wear brands like Fila and SergioTacchini. Do you have a favourite collection of all time?My favourite is from when Nike sponsored John McEnroe in 1985. Licences were needed to produce the clothing here and in Italy and each country used a different factory so no two ranges were exactly the same. Even though the collection was designed in the 80s it had a slim fit and a really great contemporary feel to it.And what about your favourite pieces? My favourite piece in the showroom right now is a pair of North Face ski shorts from the early 90s. The combination of colours really appeals to me as well as the unusual use of contrasting fabrics; fleece, shell and a grosgrain trim. My favourite piece that I’ve ever had was a stone-washed denim hunting jacket that Continues

INTHE

ZONEWORDS | Olivia PhilliPsSTYLINg | Melissa CarewPHOTOgRAPHY | Justin hyer

CASINO PRINT SHIRT BY MOSCHINO / SUNgLASSES BY TED LAPIDUS

BODYSUIT BY MOSCHINO CHEAP AND CHIC / JEANS BY MOSCHINO

gOLF JUMPER BY PRINgLE / JEANS BY EDWIN JEANS FAITH HANDMADE IN BRITAIN WALLABEES BY THEOTH-

ERSIDEOFTHEPILLOW.BLOgSPOT.COM /SUNgLASSES BY CHRISTIAN DIOR

had loads of pockets and weighed an absolute tonne.And what was your best ever find?Some shrink-wrapped Beastie Boys and Run DMC T-shirts from their 1987 ‘Licenced to ill’ world tour. One is framed at home, the rest I sold.What’s your dream piece?I’ve already had my dream piece! It was a black and purple Nike Air Huarache running shoe from 1991. I had the full collection minus two colours but I sold them on to buy myself a bike.What is it about these pieces that appeals more than something contemporary?I think there’s some amazing exam-ples of print, construction and use of fabrics in them, and obviously from a design point of view they’re fantastic too. Things get so easily forgotten these days with the inter-net taking away the mystery and increasing the speed at which we view fashion. But at the same time it’s great that it gives us a platform to remember and showcase such great vintage pieces – especially because there are such misconcep-tions about eras – we’re so quick to say: ‘That’s so eighties!’Who would you say has amazing style?Johnny Depp in Fear and Loathing in Las Vegas and Princess Diana – she was such a lady and always so polished and well put together.Give us an insider tip on where to find the best pieces?I think you have to be willing to travel and explore to find hidden gems – follow your own path!

Hit Seth up at www.zone7style.blogspot.com or follow @Zone7style on Twitter. All items can be purchased on the blog or at his showroom at 63 Redchurch Street, London, E2 7DJ.

SUNgLASSES BY MOVADO BY CARRERA / BODYSUIT BY MOSCHINO CHEAP AND CHIC / JEANS BY MOSCHINO DENIM JACkET AND JEANS BOTH BY VERSACE MODELS | nOelle and JudeHAIR AND MAkE-UP | Carlee harrOd using MaC