NEW Scottish fashion label ElectroRebel defies high street trends to instead focus on bold prints and unisex designs.

The brand was launched in March by designer Keith Malloy, a recent graduate who studied fashion design and manufacture at Glasgow Kelvin College.

Malloy’s idea for his brand was born out of frustration at the lack of colour options available in high street menswear.

Deciding he couldn’t be the only one who was fed-up of the traditional black, grey and navy-based palettes, he took studio space with Fashioned In Glasgow, a support organisation for fashion start-ups.

With the backing and facilities available through the organisation, which is based in the Merchant City, Malloy successfully launched ElecrtoRebel. Determined to rebel against high street fashions which lack uniqueness and individuality, the brand seeks to challenge widely accepted monotonous tones and safe design.

The ElectroRebel concept is centred around Malloy’s belief that fashion can be fluid and cater for all without sacrificing style, design or colour.

The label takes inspiration from Glasgow, the city within which it originated. Being at the forefront of the fashion scene in Britain is something Malloy believes characterises Glasgow, and he intends to continue to make the city proud with his brand.

ElectroRebel’s designs are heavily influenced by classic and retro silhouettes. Its current collection features bold colour palettes, luxurious fabrics and vibrant prints. While it incorporates new ladies and menswear lines, they are intended to complement to the existing unisex products. Malloy said: “Whether you’re attending a gig, going clubbing, or just wanting to make a statement, this brand is for you. Investing in ElectroRebel, means you are investing in quality handmade garments manufactured here in Glasgow, without the high price tags.”

While the label’s primary focus is upon providing excellent quality and tailored pieces to a new generation of customers, it also seeks to reduce environmental impact.

For this reason, each piece is manufactured on a made-to-order basis as they strive to keep waste to a minimum.

For those truly seeking to stand out from the crowd and defy widespread trends, Malloy is also available to produce special one-off commission pieces. After all, as is noted by the brand, “if you’re going to rebel, do it in style!”