Percival SS12 Lookbook by Urban Industry

For their latest lookbook, Urban Industry shine a light on one of Britain’s best newcomers of late; Percival.

Taking a selection of jackets and tops from the brand and mixing them up with some other seasonal stock from the store (including Levi’s, Gourmet, Pointer, HUF and The Quiet Life), Urban Industry have created a lookbook that puts Percival into the streetwear realm. It’s something not really seen before, although streetwear heads have embraced the British menswear brand, but it’s nice to see Percival in a much more streetwear light. Put simply; it works.

Urban Industry seem to be watched very closely when they do a lookbook, with people being quick to fire in with their opinion. It’s flattering I suppose. I must say, although better than their last Summer lookbook, the selection of model for this shoot just isn’t quite there. The guy doesn’t look completely comfortable in a lot of the clothing to me.

All faults aside, the use of colour in this shoot, via location, is really nice. The soft pastelle blue back drop of the metal wall, mixed with a muted red in the brickwork works wonders. Location is so important when it comes to making or breaking a lookbook, and Urban Industry have done well here, picking backdrops that both compliment and highlight the clothing as needed.

Percival is a fantastic brand and a proud addition to the list of British menswear brands that are doing so well at the moment. It’s great to see them getting such strong recognition from one of the UK’s leading streetwear stores, and really interesting to see the product styled for a slightly different market.

Head over to Urban Industry where you can pick up any of the items featured today.

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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  • Frank

    That blue jacket is hot..

  • golli

    that model needs to close his mouth.

  • rob

    agreed blue jacket is a killer piece

  • Boris

    What a blad look book – makes everything look undesirable. NB trainers looking fresh stillllllll

  • Mike

    Some nice pieces, but same old same old.. nothing against this brand personally, but pretty much identical to so many other brands. when is someone going to attempt something a bit more original?

  • B

    what golli said

  • D-Money

    Those New Balance look like they’re on the wrong feet.

  • salem

    Feeling this… Clean-Smart step up but still on the right side of not being up its own ass.. still pricey though, would like to check the quality

  • mono

    Not sure on those Gourmet shoes, proper marmite shoes…. Percival looking sharp though & doing the UK proud.

  • Scott

    I really dig it. The only problem for me is the mix of cross branding in the photo shoot. I am not sure if it’s too cover all the aspects of what Urban Industry as a store sell, such as quiet life, vans, new balance etc but i just think when you are shooting a brands product the eye should be directly on their own garment. My eyes move away from the jackets detail after a while and lead away.

  • Scott

    If i read deeper into the article i would notice it’s the case of covering all basis of seasonal goods from UI not just Percival… my bad.


    well nice collection!