A Liverpool-based designer is celebrating 10 years in business, after creating a global fashion brand.
Wasted Heroes, founded by Russell Reid, is known for being one of the world’s most recognisable club-wear ranges, thanks to its celebrity fans.
Major artists and DJs including Carl Cox, Charlotte de Witte, Sasha, Gorgon City , Nancy Live, Fatboy Slim and Anfisa Letyago have all been spotted in the clothing, over the years.
Russell, from Warrenpoint, Northern Ireland, moved to Liverpool 20 years ago after studying in John Moores University.
It was here that he fell in love with the city and graphic design, and decided to set up his very own business.
To celebrate his 10 year anniversary, an exhibition of Wasted Heroes prints was planned, but that will now take place in 2021 instead.
He said: “I have made my life here along with my business.
“Seeing how much the city has evolved during this time is amazing and it fills me with pride being a part of the city’s creative scene.
“Obviously this year is very difficult for so many with the pandemic, but Liverpool has got such spirit and unity that I know it will bounce back.
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While it’s based in Liverpool, Russell’s brand has fans around the world, with Wasted Heroes regularly getting orders across Europe, America, Hong Kong, Australia, Japan and New Zealand.
The 42-year-old said: “It’s been quite a journey from making the very first designs through to where we are now.
“My background is in graphic design, so I have always framed Wasted Heroes’ look and feel with bold images and stand-out text.
“I have always sought to create clothing that can be worn at a party or at home and everywhere in between – I think this is what keeps us fresh. We have customers tagging us the world over, from incredible clubs or meeting friends to just hanging out.
“There’s a lot of identity shared with Wasted Heroes and the people who wear it. Seeing how far Wasted Heroes has travelled is always mind-blowing.”
Since starting up the business, Russell has been sure to keep it independent and keep his production in-house.
Within his business ethos, Russell also said it’s important for him to remain environmentally ethical.
Russell added: “This has always been really fundamental to us, to be as environmentally friendly as possible and also being able to react to what is happening around the world, and get designs out the same day.
“I don’t know if everyone realises how we actually make everything here – we’re not a factory or a production line, it’s all done by hand.”
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All products are screen-printed by hand using environmentally friendly water-based inks and are made with organic cotton, sourced from verified ethical and climate neutral manufacturers.
The entire process is certified by EarthPositive and OEKO-TEX, and all tees and hoodies are Approved Vegan.
While packing is biodegradable or non-plastic keeping unnecessary waste to a minimum.
Russell is now looking forward to the next decade in business, with new lines being launched in the coming weeks.