“Old and outdated customs that divide people into social classes should just disappear”. High-end British street brand A-COLD-WALL* was created to destroy that “cold world” enveloping society.

A-COLD-WALL* designer Samuel Ross made his public appearance when renowned creative director Virgil Abloh, impressed with Ross’ work, called him up to work as his creative assistant for Abloh’s Milan-based fashion label Off-White.

On the job, Samuel Ross gradually prepared his own brand and by 2015, A-COLD-WALL* was displayed to the world, garnering international attention and boasting the subversive brilliance of the underclass. A-COLD-WALL* designs feature shades of blue and patterns reviving initial blueprinted layouts of Ross’ work.

The edges are rough, needing to be smoothed down, but they represent a wall that has been destroyed. In the brand’s 2018 S/S Collection, A-COLD-WALL* revisited the themes of harsh reality and the invisible wall, clearing the way for models to walk on a maze-like stage of office memos and piles of documents.

Their movements are contrived and minutely controlled, provocatively suggesting that “the wall obstructs human freedom and A-COLD-WALL* will call attention to the danger of overlooking this.”

Touching on his brand Samuel Ross once said, “A-COLD-WALL* will open the way for a new future with the new generation” and its determined identity in art, music, design, and in youth and street culture.