For some time now, London-based brand ARIES has been postering the phrase “No Problemo” across lines of apparel. Founder, Sofia Prantera first established ARIES back in ‘09, along with graphic artist Fergus Purcell, aka Fergadelic. In 2023, we saw the first bricks-and-mortar ARIES store open in Soho, an immersive space that feels like a place you want to spend time in. The label continues to go from strength to strength – but that’s not entirely why we’re here.
After a while of appearing on countless ARIES designs, the ‘No Problemo’ sub-section started to grow legs. Soon enough, we started to see the familiar typography on the small screen – think cultural hits like Euphoria and White Lotus – as well as on some high profiles. So, it made total sense when the announcement came that No Problemo was setting off on its course, morphing into an entity of its own. Now that time is upon us and we have entered this new dawn, we thought it an idea to dig a little deeper.
Although looking to its elder for influence, the label has established an independent brand ethos. No Problemo focuses on genderless, oversized fits and graphic styles, all rolled into a capsule uniform you come back to time and time again. Production quality and final finish are at the top of the agenda, using the same network of Europe-based factories as its sibling.
So far for 2024, No Problemo has kept to a pleasantly neutral colour palette with the likes of navy blues, olive greens, black, and white, except for injections of ‘Fluro Yellow’ and bright orange. Ideal for a capsule concept, as the collection can easily be mixed and matched – styling made easy for the wearer, with plenty of room for self-expression.
Where ARIES branding dips into the Ancient World, No Problemo made its way off-planet. As you get a feel for the brand, you’ll spot references to Aliens and extraterrestrials with graphics inspired by dystopian sci-fi and UFO spotters, all wrapped up in a lo-fi package. The label stays true to this personality with alien motifs and the first collection being dubbed ‘Area 001’.
Like what you’ve seen so far? Check out more from No Problemo at size?
