Great British Fashion

digdeep’s new quarterly

GREAT BRITISH FASHIONFront cover

TOBY FLOODFull interview inside

DANNY MACASKILLNew range

RISE AND RESISTNew SS11 Collection

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CONTENTSTHE GRAPHIC TEES.............................

DANNY MACASKILL............................

LIFE’S A BEACH.....................................

SWANN, HART AND FLOOD..............

POP YOUR COLLAR............................

KEEPING IT SIMPLE...............................

THE COMPLETE LOOK.........................

RISE AND RESIST....................................

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SWANN, HART AND FLOOD INTERVIEWPage 10

DANNY MACASKILL’S LIMITED EDITIONPage 6

A contemporary British fashion label that is ideally suited to an everyday urban lifestyle.

The brand foundations are built upon that great British institution “digging deep’’. To digdeep is to be an inspira-tion... to find that inner strength when the body and mind is telling you to stop.

Like many British trends that have spread around the globe, digdeep can be worn with a real sense of pride. It’s an acknowledgement

of our collective and individual challenges, achievements and style.

The Brits ability to digdeep is after all one of the reasons why the word GREAT precedes the word BRITAIN.

digdeep – Great British fashion for men... who never say never.

DANNYMACASKILLNEW RANGE

DANNYMACASKILLNEW RANGE

was conceived in the Summer of 1995.

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Our strong bold prints are inspired by old vintage signs and labels, which are sure to make you stand out in the crowd. These tees are essential for your wardrobe this Summer.

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With in excess of 23 million hits on YouTube in his debut video, Danny MacAskill speaks to digdeep about his rapid rise in the online world.

How did you get to your level of trials riding?I don’t really train or practise what I do, I just go out and ride. All the things that I do just come from riding for fun, they just pop into my head and then I try it over and over again. I try to keep it like that – keep it as fun as I can, and have music in my head cruising around in my own little world.

What were your highlights of 2010?I have two main highlights of 2010; the first was the ‘Way Back Home’ video where I travelled from Edinburgh to my home town in the Isle of Skye. Then secondly, it was the video I produced with digdeep on the ‘Streets of Lon-don’ video. The filming was short and intense and we had loads of fun making it.

What are your goals right now?Mainly to keep riding, as I’ve always done, for fun. I want to make some more internet vid-eos and try my hand at all types of different riding as well, like downhill, cross-country and rac-ing, although I’m not very com-petitive… I just do whatever and wherever I finish I’m quite happy.

What’s the best thing you’ve seen on YouTube?The man who does the highest shallow dive world record. He dives from 36 feet into 12 inches of water… you should check it out!

“I’ve always wanted to bring out my own clothing range”

What does it mean to bring out your own exclusive range with digdeep?I’ve always wanted to bring out my own clothing range and to do it with a brand like digdeep is a great opportunity. The range consists of t-shirts and hoodies at the moment and I’m keen for us to expand in the future.

When have you had to dig deep?Probably riding along the top of that spiky fence in my 2009 ‘In-spired Bicycles’ video. It took me about four days of attempts over three months – about eight hours in total – and it was something I really didn’t know if I was going to make. It started to get to me psychologically, but the feeling of making it in the end was worth sticking at it.

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Danny MacAskill’s limited edition from digdeep.

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Warmth and sunshine is what we all long for after those cold Winter months. We have a fantastic selection of shorts, boardies and tees; the bare essentials for Summer.

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Clive: Who works the hardest, who trains the hardest, which sport, which discipline?Graeme: We were just talking about that, I reckon, without blowing my own trumpet, cricketers! No, without a doubt we have the easiest life, how-ever goalkeepers don’t sound like they work much harder than spin bowlers.Joe: No we don’t do an awful lot!

Clive: And who does the most hours a week training?Graeme: We probably do the most time consuming stuff.Toby: Yes theirs is the worst I reckon, just in terms of being on the field for the whole day, that would kill me, it’s like shopping with your missus!Graeme: We just go on all day, real en-durance athletes that’s basically what we are. I bet what you guys don’t do is play cricket for a warm up? Because we play rugby or football for our warm up.

Clive: Joe, if you hadn’t been a foot-baller what kind of sport would you have loved to have played at the high-est level, if you could have had as much ability as you like.Joe: I enjoyed cricket the most but Dad was a rugby man so don’t really know which way I would have gone.

Clive: We have got 2 Newcastle tea-son ticket holders sitting either side of the Manchester City goal keeper, what would you like to have been Toby?Toby: A Formula One driver. None of this doing it for yourself stuff. The car would have done everything and you would just steer,

that would have been perfect for me.

Clive: A 6’2” Formula One driver?Toby: Yeh I would have struggled! Or I could have been a jockeyGraeme: I’d have enjoyed the £25 mil-lion a year contract...Toby: Yeh exactly and all the women!Graeme: ...but I’d have hated the yachts and the supermodels though so that’s why I didn’t pick that.

Clive: Where do you think the best banter is? Obviously you all play team sports, strangely you all have individ-ual disciplines within teams sports, but within the framework of the team where is the best banter, Graeme?Graeme: I reck-on its always when you come back from a break, just in the changing room. That half an hour before you go out train-ing just seeing the incredible outfits that some idiots going to wear, the

stories from the youngsters

about the girl he met from Liverpool the other week, that first half hour backis incredible banter.

Clive: I mean Rugby club banter is leg-endary, is it the same as it was 20 years ago though?Toby: It’s still pretty harsh! There’s no giving in, it’s pretty tough. I think the best for me is post match. If you’ve won a game and you’re all sat there and its pretty chilled out and relaxed and no one wants to get out the dress-ing room. We’ll all sit there for an hour chatting away and just chilling out, that’s pretty much where you want to be, but you don’t want to make a mis-take during the game or do something

stupid otherwise you always remem-ber it and the boys will get stuck in to you in there!

Clive: This team game comes to a standstill when you have to take a place kick and the other 29 players on the field are suddenly not involved how strange a moment is that when you’ve been knocking 7 bells out of someone earlier?Toby: It’s not too bad, I think it’s something you get used to. I reckon there are times when you think why’s everyone qui-et? What’s going on? Why’s everyone looking at you?...but you’ve just got to man-age your mental state and get yourself away from it. You just take yourself away from the game, take the whole crowd

out of it, a n d

ITV football commentator Clive Tyldesley digs into the minds of Ashes hero Graeme Swann, England’s No.1 Joe Hart and England fly-half Toby Flood. This interview showcases the vibrant personalities of these three sporting icons. We also learn what having to “digdeep” really means to them.

“It’s still pretty harsh! There’sno giving in, it’s pretty tough“

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just concentrate on the singular thing you’ve got to do.

Clive: And for you Graeme, a totally dif-ferent level of concentration, ok you’re a slip fielder so you’ve got to concen-trate all the time, but are you at a dif-ferent kind of level when you actually have the ball in your hands and you’re bowling?Graeme: Yes it’s a completely different thing. When you are bowling it’s all up to you. You know what’s going to hap-pen with every ball in your head before it happens. Fielding the slip is a nightmare because you are standing next to 3 oth-er blokes who you’ve been talking to all morning, not necessarily about cricket, in fact 95% of the time not about cricket, and you are talent spotting in the crowd and all sorts like that, and then all of a sudden, a little nick, and it’s weird be-cause everything goes in to slow motion, and every slip catch is an absolute sitter to you because it comes in slow motion and when you drop it you can’t under-stand, and the big screen replays it time

after time after time, so give me bowling any day. I only field in

the slip so I don’t get abuse on the boundary.

Clive: You have dream jobs, what’s the worst part of your job Graeme?Graeme: I’d say, being a

spoilt cricketer, its having to get up before 9 o’clock when you are on tour in the sub con-tinent and the games start at

7.30 in the morning so you

have to be out the hotel by like 5:30am, that’s a nightmare for meJoe: For me it’s losing. Sounds boring but true.What about you Toby?Toby: It has to be injuries I think, the mo-

ment you are not al-lowed to do, what we are lucky enough to do and you sit there for whatever length of time, like the 6 months I had

to do, it’s not pretty, it’s hard mentally – I think that’s easily the worst thing for me.

Clive: Who’s the fastest guy you’ve faced Graeme?Graeme: The fastest guy, Shoiab Akhtar.

Clive: And what’s it like?Graeme: It’s weird, like I say everything happens in slow motion when you are there, if you stay in line with the ball you can see it, even when a cricket ball hits you flat out it doesn’t hurt because your adrenalin is going. It’s an hour later when you get in the changing room and realise your arm’s hanging off and they

keep re-playing it over and over again and everyone’s laughing at you, that’s when it starts to dig in a little bit.

Clive: Are they the dig deep moments? When Shoiab Akhtar is handed the ball and you are 0 not out? Graeme: No I think it’s more when you are throwing the ball and the batsman needs 1 to win and you need 1 wicket, that’s when you’ve got to dig deep.

Clive: And for you Joe? The real dig deep moment?Joe: Um, them last second saves you’ve got to make or the cross you’ve got to come for but you don’t really want to but you’ve got to.

Clive: And it’s 12-12 and you’re awarded a penalty 35 yards out and they hand you the ball is that the dig deep moment?Toby: Yes I guess so, when it’s the last bit if the game and you’re hanging out, and you’ve got to settle your nerves and get it over, that’s probably the toughest part.

“you’ve got to settle your nerves and get it over, that’s probably the toughest part.“

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POP YOUR COLLARPop your collar this season with our great range of classic polo’s. Ideal with cargo shorts or jeans for that stylish casual look.

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Is being discreet more your style? This range of subtly branded tees are a great choice this Summer.

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Whether it’s to layer up over a sweat or to wear over a t-shirt, our selection of jackets provide the perfect option for any occasion.

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The Nelson hoodies are back by popular demand!! The range includes our distressed style sweats and hoodies and our heritage griffin logo. Be sure to grab yourself one of these.

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Don’t be a stranger, visit our flagship store in Richmond-Upon-Thames, London.

Visit us at: No.1 George Street, Richmond-Upon-Thames, London, TW9 1JY

digdeep.comt: +44 (0) 20 8439 2800e: hello@digdeep.com

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