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FALLEN ROCK FASHION POP UP | FASHION FEATURE

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A brand new clothing company is set to open a pop up store in Morgan Arcade in Cardiff’s city centre, aiming to carvetheir path into the world of fashion.

Fallen Rock is a new minimalist men’s clothing brand, launched in Cardiff, headed by two young people, Liam Griffiths and Emily Jayne Lewis. Although new to the business world, both have their sights set on success.

Fallen Rock’s designs are inspired by modern, minimal aesthetics, along with a nod to Dieter Rams, with less being more. The new brand aims itself towards inspirational people, those who want to achieve well. In fact, their tagline is #ProveTheWrong, a message that they stand by, encouraging people to try their best and prove not only to others, but also yourself, that you can do it.

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Though it’s primarily an online store, Fallen Rock have launched a week long pop up shop in the Morgan Arcade, close to St Davids 2, to showcase their products. Following this, Emily and Liam have hopes of travelling around Britain, hosting events to display their unique lifestyle brand.

Fallen Rock have decided to set their own path in the world of fashion, not conforming to the typical seasonal collections, instead reinventing the clothing industry business model by creating clothing that can be worn throughout the year. Through this process, Fallen Rock aim to reduce the fad of ‘fast fashion’, helping the environment.

But being eco friendly isn’t their only concern; all Fallen Rock clothing is produced in Fair West Foundation approved factories. The mission that Fair West Foundation has is to improve labour conditions in the garment industry through supporting workers and factories across the world. They ensure that factory workers are paid a living wage, that there is no child labour, no excessive long hours, no discrimination and no forced labour.

Along with this, Fallen Rock also aims to help local businesses, with the details of the clothing being produced in local Cardiff companies, in turn helping to support the local economy.

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For more information, check out the Fallen Rock website on www.fallenrockclothing.com, or email info@fallenrockclothing.com.

Prices at Fallen Rock range from £19 to £79.

words JADE MOLUMBY, photos JACOB MCCARTHY, model TRAFFORD SQUIRE

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