Foul Fashion Mens Ugly Shirt - Every Shirt is different! - Size Small 14.5 inch collar

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The feedback we have had so far has been really strong – even the girls are wanting to get in on the action,” says Lawson, head of marketing at AFG Media, best-known for the Lycra Morphsuits loved by extrovert party-goers. The Paris-based designers select the most hideous, loud, patterned fabrics on the face of the earth, chuck them in a massive pile and ferociously instruct the talented tailors to weave them into‘ the foulest fashion imaginable’.

Foul Fashion Mens Ugly Shirt - Every Shirt is different

We think this posse of chaps look rather chic and it’s probably only a matter of time before London Fashion week gets their mitts on these designs. Failing to respond quickly is one of the biggest mistakes a company can make when deploying social media, as is the tendency to delete negative comments. Lawson is among the speakers at tomorrow’s Think Digital conference in Glasgow, which aims to help smaller business in particular capitalise on rapid advancements in technology. The company is now putting together a womenswear line, with the aim of launching within the next two months.However, the business is on the brink of opening its first bricks-and-mortar centre – dubbed the “Morph-ice” – within the next few weeks in Edinburgh’s North Bridge. Sales have soared on the back of a marketing campaign that has been driven by social media since the company’s inception in 2009. We have one million fancy-dress fans on our Facebook page, so we want to bring new products to them,” Lawson says. Meanwhile, men’s Foul Fashion has landed 6,000 Facebook fans just five weeks after posting its first entry on the site.

Foul Fashion - Facebook

I want it to look like a 1970s paisley wallpaper drunkenly made love to a flower-bed and then sneaked out in the middle of the night.If someone complains that their Morphsuit has started coming apart at the seams, Lawson prefers to “take it all on the chin”. With nearly one million Facebook fans, managing the dialogue around Morphsuits has become a time-consuming yet integral part of running the business. When you respond, you respond quickly, you apologise, you give the reasons for what has happened, say how you’re going to fix it, and apologise again,” he says. Infrastructure secretary Alex Neil will open with the keynote address, to be followed by representatives from companies such as Dell, Google, Microsoft and Vodafone. Though no two garments are exactly the same, clashing colours and discordant patterns are the unmistakable hallmarks of the Foul Fashion line.

Interview: Gregor Lawson, Fraser Smeaton and Ali Smeaton

Originally targeted at men who can’t be bothered keeping up with the latest trends, Foul Fashion’s offerings have already captured a broader range of followers than anticipated. HAVING sold 700,000 skin-tight bodysuits that all but the most shapely ought to spurn, Gregor Lawson and his business partners have now put together a range of randomly assembled clothing for those who would rebuff prevailing style.