PROVIDE Launch First Rate/Second City Collection

PROVIDE Launch First Rate/Second City Collection for Summer.

Birmingham based PROVIDE have just unveiled a new range for summer, photographed in the streets around their  studio by Inès Elsa Dalal and modelled by Vik and Sheerah.

Despite being a clothing brand, the idea of constructing images to sell products that we believe should sell themselves is a concept that can be frustrating; “Lots of small brands’ fashion photography can look forced and disingenuous”, says Matt Nation, founder of PROVIDE. “this is something we’ve tried to avoid at all costs (as we’ve grown).”

However, now that PROVIDE are largely selling online without a permanent physical retail space, the need to do their best to visually recreate the feeling of their stores and represent the brand with integrity has led to their first professional photo shoot  – and the results are fantastic.

Collaborating with photographer Inès who specialises in documentary portraiture and street photography, the shots celebrate the brand in an honest way, designed to resonate with existing fans of the brand and appeal to new buyers alike.

Sheerah wears: First Rate Tee (Gold)

Sheerah wears: First Rate Tee (Gold)

The four new graphics available on tees, sweats and hats have been developed in keeping with their love for graphic design and the surrounding city. When designing the collection, Matt Nation said inspiration came from “beer gardens, vintage shopping and walking through concrete lined streets under clear blue skies,” and invites customers to share their own shots using the hashtag #provideontour on Instagram.

Sheerah wears: The Arch Tee Vik wears: The Arch Unstructured Cap

Sheerah wears: The Arch Tee Vik wears: The Arch Unstructured Cap

Photography by Inès Elsa Dalal |

Shop the collection on


Posted on Jun 23rd, 17 by | Twitter: @inkygoodness

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