You watched The White Lotus, right? But how closely? Close enough to have clocked Portia’s slouchy purple sweatshirt emblazoned with the slogan ‘No Problemo’? To those in the know, it was instantly recognisable as cult streetwear brand Aries. And the show’s costume department couldn’t have made a more authentic choice. The London label is beloved by Gen Z and millennials the world over; Little Simz, Emily Ratajkowski, Dua Lipa, Ella Emho and Mia Khalifa are fans.
‘No Problemo’ makes total sense once I meet Aries’ creative director, Sofia Prantera, who founded the label with graphic artist Fergadelic in 2009. We are days away from the unveiling of its first permanent store in Soho, but Prantera doesn’t seem at all concerned about getting the finishing touches over the line. ‘We haven’t got any of the furniture or the clothes in the space... But it’ll be okay,’ she says in a relaxed Italian lilt. Sure enough, the opening went ahead without a hitch, marked by a launch party with crowds that spilled out on to the pavements of Great Pulteney Street.
