The ADAM JONES 2025 Collection is deeply personal, drawing inspiration from memories of growing up in rural Wales during the 1990s, a time that felt like the 1970s due to the economic stagnation left by the closure of the mines. This collection is a nostalgic journey, reflecting the unchanged homes, streets, shops, and pubs of that era. It captures the essence of a simpler, more optimistic time, influenced by the cultural and social atmosphere of the 1970s.

The designs are simple and wearable, letting the colors and materials tell the story. The collection features woven stripe skirt suits made from blankets, reminiscent of retro bus seats from school trips. Football scarves from rival clubs are reimagined into jumpers and maxi dresses, blending rivalry into harmony. The football jersey is reworked with lace and silk ribbons, challenging traditional masculine aesthetics and eroticizing the image of the football fan or player.

Transportation plays a significant role in the collection, reflecting the designer’s reliance on public transport. The iconic moquette pattern from London’s District Line and Routemaster buses, designed by Jacqueline Groag, appears on mohair jumpers and tank top sets. Beach towels from Deptford Market are transformed into tank tops and skirts, depicting exotic sunset scenes reminiscent of Del Boy’s Peckham flat in Only Fools and Horses. Camouflage, a recurring theme in the collection, is used as a neutral, inspired by Rodney’s ex-army jacket and the designer’s own love for the pattern.

The collection also includes playful elements, such as stripe jumpers that resemble the Bash Street Kids from the Beano comic and the return of the kitsch Dogs Playing Pool print on skirts and dresses. Bar towels from pubs are patchworked into distressed knitwear, continuing the theme of repurposing everyday items into fashion. The styling nods to Frank Spencer from Some Mothers Do ’Ave ’Em, with lemon shirts and white socks completing the look.

Check it out below: