London's UNCONDITIONAL is now 9 years old. Designed by Philip Stephens, it initially started as a capsule collection of mens knitwear for his Concrete Shop, in Soho, London and was first sold in 2004. Mens was joined by a small womens collection 2 years later. UNCONDITIONAL has shown on the official London Fashion Week schedule for 7 seasons, starting in 2005-6 , and also for two seasons in each of New York, Shanghai and Amsterdam.
The first UNCONDITIONAL standalone store opened in London next to the Covent Garden Hotel in 2008. The first international UNCONDITIONAL standalone store will open in the Reel Department Store, Shanghai in June 2013.
UNCONDITIONAL is said to be very London in its attitude yet with an ease and understated simplicity sometimes described as quite American. From the beginning the collections have been said to be "a winning combination of the laidback and the edgy" .The backbone of each collection remains a unique range of ‘luxury basics’ with an overlay of more special pieces; usually favouring a relaxed style, UNCONDITIONAL is often mildly androgynous. UNCONDITIONAL has established its own feeling of a modern elegance with a dash of pure rock’n’roll – pieces that are uncompromising in their attention to detail with high quality fabrications, that favour pure, natural, ethically produced fabrics and yarns. Clean, strong silhouettes are always intentionally quite sexy, often balancing a signature of drape set against structured, architectural tailoring. The brand's cashmere knitwear has many fans.