Original Shift

For the new chapter of the project "The Alternative", Baracuta's G4 Jacket returns to the England of today and to be more precise «in West Ham, East London, an area in which brands like Baracuta have historically had a significant presence within», as Original Shift LTD’s creative team explained. In these areas, Baracuta's heritage is tied to the world of football and stadium terraces - but the creatives at Original Shift LTD wanted to break that mold and instead « highlight how the jacket can be worn in a range of styles», exploring the preppy aesthetic and its techwear side.

The reason for this versatility is clear: «The jacket’s design allows the user to layer with other items, and dress it up or down depending on the occasion. We put together two outfits with differing styles to exhibit how members of our community may wear the same product, despite their varied tastes». With a focus on the tartan pattern that is now forever associated with Baracuta and its history and giving a practical demonstration of why « the jacket permeated so many different subcultures over multiple decades ».