Edgy Label Spotted on One Direction’s Zayn Malik, Amir Khan, Peter Andre, Mark Wright and cast of TOWIE

The urban lifestyle-clothing brand Troojo has unveiled a series of bold new designs with its trademark gritty glamour as part of its grunge fashion takeover. Fast becoming a cult label, the edgy apparel is quickly establishing itself as one of the hottest labels to watch for SS14, winning over an army of savvy fashionistas and celebrity fans alike.  

Tapping into street style’s rejection of conventional clean cut lines and suavely dressed models, the brand new Troojo drop is embracing a grungier, more alternative look that fosters the growth of creativity and self-expression. The trend has made notable appearances on catwalks and fashion magazines across the globe, replacing polished suits and smoothly shaven jaws with edgy tees and an abundance of facial hair.   

Tania Panesar, Founder and Head Designer said, “Bearded and tattooed men are what’s going on in fashion right now. Being inked, having a beard, wearing braces, and boots has become the uniform of the moment.”

Troojo is on the forefront of this new urban look with its creative designs drawing inspiration from tattoo art, dirty glamour and old school ideas of masculinity.

The SS14 Troojo campaign is fronted by Chris John Millington, male model and avid believer in all things beards. Millington’s unique, virile and alternative style makes him the perfect fit for a brand that takes a big step away from conventional high street fashion ideas. The collaboration has seen Millington sharing his involvement with an army of social media followers to a sum of over 200,000, creating a huge demand for the brand’s iconic designs.

Troojo tshirts and clothing are a celeb favourite and have already been seen on the likes of One Direction’s Zayn Malik, boxer Amir Khan, Mark Wright, the cast of Towie and singer Peter Andre.

Troojo has also won the attention of a prestigious catalogue of fashion models including Dawid Auguscik who has graced the campaigns of a number of prestigious high fashion and high street brands including Diesel, Marc Jacobs, Loreal, Toni & Guy and All Saints. Beard aficionado Chris Perceval is also an ardent Troojo fan.

The brand has found a winning combination of comfort, style and affordability, making it coolly covetable without sacrificing its grunge heritage.

Tania says “Having these icons teamed with our brand has led us to increase our social media following immensely in a short space of time. We are now considered one of the fashion brands where people can adopt the same style as their idols.”

Troojo has a massive social media following and is winning favour from fashion heavy hitters including a shout out on Instagram by the official Urban Outfitters New York page, which reaches a global audience of more than 26,000 followers.

Established in 2012, the brand is the result of a torrent of creative energy from Troojo creative director, Tania Panesar. As a former graphic designer and senior creative director of a number of ingenious advertising campaigns, Tania is no stranger to using artistic skills to craft striking and unique creations that capture the attention of a crowd. This appreciation for art and imagination shines through more than ever in the latest Troojo collection.

Tania says “Having an idea in the first place is just the start; bringing that idea to life in a way that inspires others to embellish it can mean the difference between an abandoned sketch on a notepad, or a successful finished product adorned by others. Troojo designs are the fundamental soul of a human-made creation that ends up expressing itself.”

To find out more about Troojo and to browse the full collection visit:  




Contact: Issued by Dakota Digital. Please direct press queries to Rebecca Appleton. Email: and Tel: 01623 428996. 

About Troojo: Troojo is a UK based fashion brand retailing a range of edgy apparel that challenges the norms of conventional high street fashion. The Troojo campaign is fronted by bearded sensation Chris John Millington and has won the support of an array of famous faces from the music, acting and fashion model industries.