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      Wasted Heroes is very proud to be celebrating its 10th anniversary. The pioneering fashion brand has evolved to be one of the world’s most recognisable dancefloor and street wear brands, cultivating a global audience.

      Based in Liverpool, the independent studio has created countless iconic designs which are now part of electronic music culture, from festivals and clubs through to everyday wear, championed and worn by icons including Carl Cox, Charlotte de Witte and Gorgon City. “It’s been quite a journey,” founded Russell Reid says, “from making the very first designs through to where we are now. I have always sought to create clothing that can be worn at a party or at home and everywhere inbetween - I think this is what keeps us fresh.”

      The business’ foundations remain environmentally ethical. Garments are screen-printed by hand using environmentally friendly water-based inks. All printed products are made with organic cotton and sourced from verified ethical and climate neutral manufacturers. The entire process is certified by EarthPositive® and OEKO-TEX, and all tees and hoodies are Approved Vegan.

      Now as the company looks ahead for the next decade, they will be celebrating and reflecting on becoming such an iconic brand.