Putting a unique spin on contemporary casual wear, London based newbie PHEME is about to become your fave fashion brand, as the debut collection sees it founders claiming inspiration in the unlikeliest of places.

Drawing influence from Greek mythology (see?), the line-up is tied to the goddess of the same moniker (obvs). Translated as “Fama” in ancient Rome, she was considered the personification of fame and notoriety, and it was from there that PHEME found the spark for its first collection.

Featuring historical embellishments and bold block colours, the pieces take casual wear to a deeper level than your current staples. Add in the Latin phrase “fama et fama”, meaning “fame and infamy”, it’s an impressive debut that likewise offers, no doubt, an exciting glimpse into what else will come. Unsure? See it in action, here.