AKA was quietly launched and has already become a quiet hit with The Ravens and Johnny & The Moondogs being worn by Alex Zane of MTV, the Kooks amongst others at the recent Awards.
In the music world the fashionistas love secret gigs and names used by the band. Many names are created to check into hotels incognito, but the names we use are the early or secret names used by major bands to do small gigs or before they were famous.
The Nobs? Who else but Led Zeppelin. The SPOTS? The sex pistols on tour in Germany when their name was considered too controversial.
AKA t shirts are about not being obvious. No large tongues and Rolling Stones logos. They are a range of modern graphics and colours designed to remain incognito.