Addict has grown from what was a small menswear label back in 1996, to one of Britians most succesful streetwear brands.

With a style that suits the average working-class British lad, the brand has never lost it focus on its young consumers.  As well as this, Addict has a huge focus on music & underground artists, and this shines through in both its collections, and marketting campagins. This winter 2011 season, Addict has teamed up wth UK grime artist, Devlin. The promo shoot featuring himself shows off the winter gear, and it is looking brilliant. Perfect for the harsh winter that we get here in the UK and it looks at home when worn on rugged British streets.

The collection featues their usual line up of musical inspired tees, including a welcome return of the hugely popular 'Smiley Deck' T-Shirt. Check shirts with patches sewn onto the elbows are also present in the Union Oakhurst shirt. Addict's strength this season, though, lies in the outerwear.

Hightlights include the brilliant Addict Goose Duffel Jacket in Blue. Featuring a 50/50 Down/Polyester filling, quilted pattern on the back, Nylon ripstop fabric, and wooden toggle fastening, this is one of our favourite coats of the whole AW season so far.

Addict also have taken to the increasingly popular quilted jacket with the Addict Northern Quilt Jacket. Semi-fitted with a funnel neck, colour foam face on the fabric that crerated a thick, almost waxy feel. The jacked also has 100% polyester wadding to help make this jacket as warm as it is rugged.

Addict has always been a favourite here at Arkive & Ozzys, but this season they have truly outdone themselves.

Shop the Addict AW11 season here.

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