Our Member Profiles

Dunce Apparel

.Dunce: You know you want some.

Launched in London in 2007 by Aussie designer Neil Sheriff, Anglo-Australian brand Dunce Apparel have become reknowned on the London scene with rolling collections of edgy, original, infinitely wearable street couture for guys and girls.

A favourite of Australian celebrities such as Naomi Watts and London girl group The It Girls, Dunce trades on its ideology of balancing wearable multi-purpose garments for modern living whilst staying fiercely true to the rebel heart that lies within us all.

Dunce Women’s trades in visual flirtation: As with Life itself, a Dunce Apparel garment is rarely what it seems. Using tactile, serviceable classic fabrics re-interpreted into edgy, original silhouettes that flatter the dunce-girl as well as pushing her style boundaries.

Dunce Men’s is all about creative masculinity. Modern classics with a deconstructed edge forming their signature style of cool, dark, edgy confidence in everything from a military-inspired overcoat to a simple piece of swimwear.

“Dunce is all about being true to yourself and feeling confident in your own style. The name comes from a popular form of Victorian punishment where the class rebel would be ostracised and called a “dunce”. What I’d like to know is, What’s wrong with being different? That’s what our label literally is; Wearable, buyable, everyday street couture for individuals who aren’t afraid to embrace their own style”.

Neil Sheriff, Designer.