Go Forth! Mercurylab in London (Part One)

July 25 2014

Hello all

This summer Mercurylab is working (and playing) in London. Since opening our new studio in Battersea last year, we've slowly but surely been building up our brand in the mother country (as they say). For the next couple of months, we'll be keeping this blog up-to-date on our findings and observations, what we're up to, and what we're thinking, seeing and enjoying. Oh, and what we’re working on!


In the time we've been here thus far, we've spotted some pretty neat things. At 221b Baker Street, Sherlock Holmes, Dr, Watson, and studio manager Kyrie on the case (left); a magic alleyway, off Kensington Church Street – this is how they live in tony Holland Park (middle); and a 
mysterious painting through a window in the village of Victoria Park (right). I’m so curious to know the who and why of the woman in that painting – it’s so naïve, and very beautiful, situated in its formal red room.


Cool "now" brand Nuji may need to rethink their billboard locations.

While walking down the streets we saw this advert for Nuji, super chic and trendy British-bred website. Nuji allows users to go internet window shopping, and then add all their findings to one massive and organised wish list. Seeing this vibrant billboard surrounded by industrial waste creates a major brand disconnect. "Trending fashion" and "lifestyle products" is a hard sell when the face of your product is popping out of a garbage bin!

Make sure to stop by every week and catch up with our British escapades. There are countless opportunities for beauty, life, trends, and brand analysis. You just have to know where and what to look for!

XO Beth

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Hanging Chads, Whoops, We Mean Hangtags

June 25 2014

Slowly, but surely it seems the fashion industry is joining the 21st century in terms of social awareness. From racial diversity on the runway, to more body types being shown in ads, to accountability in manufacturing conditions—there seems to be a glimmer of change.


left & right

Which is why when I recently bought a dress from the ultra-cool Swedish collective brand, Acne Studios, I was taken aback by their hangtag design. Acne’s tag uses plastic and two heavy pieces of paper, which seems like (or rather—is) a total waste of resources. It’s overkill. For a brand known for such a modern, sleek, and minimalist aesthetic, the wasteful and environmentally unfriendly tag presents a weird brand disconnect. And Acne is not the only brand to overdo, or rather overuse, in this arena.


left & right

Now, no one is equating runway racism with eco-unfriendly waste in terms of fashion injustices. However, the oddity of the whole issue stems from the lack of thought and consideration. It’s 2014! Our cars can are programmed to stop before they crash. We order our groceries online. We trustingly buy our life insurance online. Therefore it can’t be that hard to design a green and eco-friendly hangtag. Ethical Fashion, an online forum that addresses a wide range of issues within the industry, recently posted about some underground labels using tags that are washer ready. The tags are made of a soap mixture that disintegrates in the washer and rids the fabric of any chemicals added during manufacturing. So it can be done!

Hangtags are an applied expression of a brand’s positioning and design aesthetic. A more thoughtfully designed and produced hangtag can be a win-win for a fashion brand, and a small but easily achievable step in protecting our natural resources.

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