The recent Y2K resurgence has been unavoidable. Butterfly clips, belly chains, scarf tops and, of course, ’retro sportswear ‘.
Which is why when looking at our website stats, it wasn’t hard to decipher why a hidden project from 2002 has suddenly become one of our most viewed pages.
ViewFrom was a sportswear business developed by former long-distance runner and founder of The Great North Run, Brendan Foster. Thinkfarm created the visual branding which featured a strong and clearly identifiable brand mark.
“The brand mark was specifically designed to accentuate musculature in movement.” Says Thinkfarm’s Creative Director, Mark Norton, “It was launched and worn by Lynford Christie at the peak of his sprinting prowess in the early 90’s, and also featured on the competition kit of other truly great athletes of the time like Sally Gunnell, Colin Jackson and Liz MColgan. The design marked the first ever departure from the two simple, formal red and blue bands on a white vest that had been the stardard British Althetics kit since the days of amateur competition”.
The brand was used in the creation of clothing ranges designed specifically for the British Athletics team, with a second range developed for Queens Park Rangers football club. Some years later, Thinkfarm went on to work with the British Olympic Association again to launch Team GB.
The ViewFrom brand was later purchased by Marks & Spencer, which continued to use the original ViewFrom brand identity on their sportswear clothing until 2004.
But 30 years later, online second-hand marketplaces are giving the ViewFrom brand a new lease of life. Depop and Vinted are both listing ViewFrom pieces and, amusingly, sometimes describing them as 90s vintage.
“Rarely does anything but good design make a reappearance as fashionable retro”, says Stephen Izatt, Thinkfarm’s MD. “The fact that it is a desirable brand some 20 years on is a great nod to the work of our design team back in 2002”.