Distract Meet the face behind the Fashion brand -Fuud London

Distract’s Danni meets the face behind the brand Louise. She chats about her Fashion brand Fuud London.

FUUD are London based forward thinking fashion brand that fuses exciting and unique design with wearable clothing and a personalized custom made feel.

FUUD London: Photographer Mary Germanou @marygermanou_photoz

Headed up by designer Louise Halswell, FUUD is a unisex clothing brand specializing in alternative street wear, luxury headwear and bespoke costume. Fearless advocates of statement dressing.

FUUD was started in 2010, in Bristol with the invention of the FUUDhood, a detached hood that can be worn as a hat or a scarf. Demand quickly grew for the product selling online and in independent stores in the UK and Europe. In the summer season FUUD became well known on the growing festival market selling at many large festivals and creating a niche in outrageous festival costumes.

Model Aaron Calvert Distract Presents: London Fashion Week Men’s Photography Mary Germanou ©

Fuud expanded the clothing range outside the festival scene, bringing a unique take on sports luxe streetwear to the market. Bold geometric designs, colour block paneling and a liberal use of metallics and sequins to create high voltage, statement fashion.

Fuudhoods are the ultimate winter accessory, fusing warmth and style in a detached hood that doubles up as a hood and a scarf.

The Fuudluxe collection uses high quality faux fur and super soft nappa leather teamed together to create a sleek winter accessory which is both practical and beautiful. The statement piece is the hooded cape in a range of natural and coloured faux fur, the ultimate in winter comfort

Our trademark feather Mohawk hoods are a show stopper. Combining high voltage colours, luxury sequins, leathers, faux furs and bright coloured of feathers in a futuristic take on traditional Mohawk and Gladiator warrior costume. Seen at on stage and at festivals world wide!