South London – not the most obvious choice the vast majority would pick out as a cultural fashion hub.

But history consistently says ‘big up south’ when looking at some of the industry’s most important and impactful figures.

John Galliano, Alexander McQueen, Naomi Campbell, Kate Moss – all by-products of the greatest region of the capital (I am slightly biased), and its multi-cultural roots.

That calabre of names speak to the many different identities of south Londoners that follow almost all us on a day-to-day basis.

Loud, gobby, attitude, over-the-top; those are just some of the many tropes thrown at south Londoners, who seem to have a complex reputation nationwide.

But those very traits are what makes the fashion of the region so eye-catching; bold and inspiring.

And its no coincidence that all four of the latterly-mentioned names, fashion legends in their own right, all hail from south of the river.

And of course, it’s where Worn Out’s origins begin – and we hope to be included in that list of south London’s fashion icons sometime in future.

There must be something in the water, right? (Though, admittedly, I only drink bottled).

Owing to our roots, our content will feature perspectives of the unique region for our readers – breaking down some noticable local trends.