fashionUK

Surge's Toby Benjamin Surge is a Brixton-based streetwear label which launched two years ago. Chief designer and director Toby Benjamin decided to set up his own company after feeling frustrated and restricted designing for other people. Shortly after its launch, Surge attracted investment which the company spent on "getting more teched up". Earlier this year, the label held a virtual fashion show at a London cybercafé. Toby says they decided to show at Alternative Fashion Week because "putting on a fashion show can cost you about £30,000 but with Alternative Arts we get to show here for free. It's also less pretentious and more fun, you can relax because it's not quite so serious." Their current collection, 'Causes To Die For Darling' features the anti-fur in fashion D&G T-shirt and a free Tibet dress. "There are a lot of fashion companies who don't give a toss about politics, they don't give a toss about the environment and they certainly don't give a toss about animals." All Surge clothing is manufactured in the UK and "we make sure that the factories we choose, the people are really looked after." The Surge business philosophy is "take it slowly, always believe that you are on the point of success. Always stay on the positive side and don't build up too much stock 'cos you won't get rid of it. Everything you put out in the industry, you always get something back. So keep on making phone calls and give out, give out until you get something back."