Wikipedia

Applied Art Forms

Applied Art Forms
Company typePrivate
IndustryFashion
Founded2020; 5 years ago (2020)
FounderGuy Berryman
Headquarters
Amsterdam
,
Netherlands
Area served
Worldwide
Products
Websiteappliedartforms.com

Applied Art Forms (stylised in all caps and abbreviated as A/A/F) is a fashion brand based in Amsterdam, Netherlands. It was founded by Scottish musician Guy Berryman in October 2020, following three years of development. He assumed design and creative direction roles along with Marcel Verheijen, taking cues from vintage, utilitarian, military and workwear clothing. Product distribution started online and gradually expanded through retail companies such as Dover Street Market. Fashion outlets have praised the brand for developing minimalist and adaptable pieces. Despite originally being tailored for male bodies, they are marketed as unisex.

History

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Applied Art Forms was launched in October 2020,[1] after Scottish musician Guy Berryman transformed his archive of vintage clothes into the basis for the first collection.[2] He spend three years developing the brand,[3] which operates under Ratino Limited.[4] The headquarters and main studio was established in Amsterdam, Netherlands because of his contacts in the region.[5] Berryman is responsible for both design and creative direction, sharing the former position with Marcel Verheijen.[5] Marketing began through a website selling clothes to friends, subsequently evolving to larger campaigns.[3] These involved music playlists curated by special guests.[6] Rather than following the traditional fashion calendar, the brand has a permanent catalogue with occasional updates and additions.[1] Between 2021 and 2024, its distribution expanded to physical stores in cities such as Tokyo,[7] Singapore,[8] and London via Dover Street Market.[9] Applied Art Forms has collaborated with retail in Berlin,[10] Los Angeles,[11] and Milan as well.[12] In 2025, the company released new items at the Paris Fashion Week for the first time ever.[2] It was also revealed that a flagship store will open at the end of the year, though the exact date is unknown.[2]

Design

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Berryman studied mechanical engineering and architecture at University College London before dropping out to pursue music with Coldplay,[13] providing a background "adjacent to product design".[1] He described his creative process as reimagining functional garments from the 1940s–1960s with an inclination for Japanese streetwear silhouettes, resulting in oversized, wide-bodied and loose-fitting clothes.[2] Most of his archive includes utilitarian, military and workwear pieces.[14] Designers such as Nigel Cabourn,[3] Helmut Lang, Martin Margiela and Raf Simons have been mentioned among his references on several occasions.[15] Although items are tailored to the male body, Applied Art Forms ultimately switched its presentation to unisex.[5] The company prioritises longevity, sourcing durable and natural materials.[16]

Core garments include the AM2-1 Modular Parka, featuring detachable parts;[17] the DM1-1 Japanese Cargo, inspired by Swedish dead stock trousers;[18] and the WU1-4 Parachute Bag, made from military parachutes.[19] In 2023, Applied Art Forms teamed up with Master & Dynamic to develop wireless headphones based on the Apollo missions.[20] The brand also launched the Canal House Line, an artisanal collection tailored using antique textiles.[21] Its signature piece is the C.H.L Boro Liner, a jacket woven in boro fabrics dating back to the 19th century.[21] Berryman soon met English designer Hannah Martin.[22] Their shared appreciation for industrial and punk aesthetics drove the creation of the Vanitas jewellery series.[22] The products draw influence from their namesake paintings, which depict the fleeting nature of life through symbolism.[22]

Reception

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Esquire's Finlay Renwick praised Applied Art Forms for avoiding "the usual pitfalls" of celebrity brands, since its garments have subtle colour palettes and few logos.[23] Andrea Sacal mentioned that Berryman delivers "a fresh take on upcycled menswear" in a fashion article for Hypebeast.[24] Emma Pradella from Mr Porter highlighted the adaptable design of the AM2-1 Modular Parka on her spring jacket guide.[17] Writing for Numéro Netherlands, Marie-Pauline Cesari said that each Applied Art Forms piece reflects a commitment to durability and timelessness.[25] She also commented that Berryman's knowledge of architecture, engineering and vintage clothing brings "a distinctive edge".[25] In 2024, Robb Report ranked him among the best emerging designers in the world.[26] His fellow Coldplay members are supportive of the brand,[27] using it both personally and professionally.[28] The shirt with the phrase "Love is the drug" achieved popularity after Chris Martin bought it.[29] In 2025, Highsnobiety included Applied Art Forms on their list of best Dutch fashion brands.[21]

See also

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References

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  1. ^ a b c "It's Not Even About Selling Clothes: Coldplay Bassist Guy Berryman on Launching a Label". Irish Examiner. 29 January 2022. Archived from the original on 29 May 2022. Retrieved 31 October 2023.
  2. ^ a b c d "Guy Berryman's Love Affair with Vintage Is More Than an Obsession". Hypebeast. 2 July 2025. Archived from the original on 21 July 2025. Retrieved 5 August 2025.
  3. ^ a b c "Coldplay's Guy Berryman Takes Plunge Into Fashion". WWD. 2 November 2020. Archived from the original on 31 October 2023. Retrieved 31 October 2023.
  4. ^ "Terms and Conditions". Applied Art Forms. 2023. Archived from the original on 31 October 2023. Retrieved 31 October 2023.
  5. ^ a b c "Noch Ein Musiker Mit Einem Modelabel?" [Another Musician with a Fashion Label?]. Die Welt (in German). 16 October 2023. Archived from the original on 16 October 2023. Retrieved 17 October 2023.
  6. ^ "Applied Art Forms Launches Cosmic Transmissions: Spirit of Detroit" (Press release). Murray Chalmers PR. 24 June 2021. Archived from the original on 1 November 2023. Retrieved 1 November 2023.
  7. ^ コールドプレイのガイ・ベリーマンによるファッションブランド アプライド アート フォームズ 20年以上忘れられなかった情熱の先 [Applied Art Forms, a Fashion Brand Created by Coldplay's Guy Berryman, Is the Culmination of More Than 20 Years of Unforgettable Passion]. WWD Japan (in Japanese). 4 January 2023. Archived from the original on 5 January 2023. Retrieved 5 January 2023.
  8. ^ "Coldplay's Guy Berryman Launches His Fashion Label Applied Art Forms at Dover Street Market Singapore". Vogue Singapore. 29 January 2024. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  9. ^ "Applied Art Forms' T-Shirt Becomes the Canvas for Kevin Cummins' Ian Curtis Portrait". Hypebeast. 10 May 2023. Archived from the original on 1 November 2023. Retrieved 1 November 2023.
  10. ^ "WWD's Ultimate Guide to Concept Stores". WWD. 16 September 2023. Archived from the original on 1 November 2023. Retrieved 1 November 2023.
  11. ^ "Fred Segal on a Major Push to Expand Stores in US and Around the World". Yahoo! News. 31 August 2023. Archived from the original on 1 November 2023. Retrieved 1 November 2023.
  12. ^ "Antonia Celebrates Khaite and Applied Art Forms During Milan Fashion Week". WWD. 2 March 2025. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  13. ^ "25 Musicians Who Went to Art School". Complex. 15 March 2013. Archived from the original on 4 June 2025. Retrieved 4 June 2025.
  14. ^ "Applied Art Forms Launches Valentine's Day Capsule". Hypebeast. 15 January 2022. Archived from the original on 1 November 2023. Retrieved 1 November 2023.
  15. ^ "Guy Berryman's Head Full of Dreams". Financial Times. 2 June 2021. Archived from the original on 2 November 2023. Retrieved 2 November 2023.
  16. ^ "The Man Behind the Brand: Mr Guy Berryman on Applied Art Forms". Mr Porter. 26 August 2021. Archived from the original on 29 May 2022. Retrieved 29 May 2022.
  17. ^ a b "Every Jacket You'll Need in Your Wardrobe This Spring". Mr Porter. 21 February 2023. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  18. ^ "From Coldplay to Couture (Kinda): Inside Guy Berryman's Applied Art Forms". British GQ. 18 November 2020. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  19. ^ "Coldplay's Guy Berryman Is Now a Fashion Designer Too". The Times. 2 March 2024. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  20. ^ "Coldplay's Bassist and Master & Dynamic Unveil a Pair of Headphones Inspired by the Apollo Missions". Robb Report. 7 February 2023. Archived from the original on 2 November 2023. Retrieved 2 November 2023.
  21. ^ a b c "18 Best Dutch Clothing Brands Every Highsnobiety Reader Should Know In 2025". Highsnobiety. 23 May 2025. Archived from the original on 5 August 2025. Retrieved 5 August 2025.
  22. ^ a b c "When Coldplay's Bassist Met a Punk Jeweller at the Airport". Financial Times. 30 October 2023. Archived from the original on 2 November 2023. Retrieved 2 November 2023.
  23. ^ "Applied Art Forms Wants to Change Your Mind About Celebrity Fashion Brands". Esquire. 24 February 2021. Archived from the original on 2 November 2023. Retrieved 2 November 2023.
  24. ^ "Applied Art Forms SS23 Honors Ancient Japanese Techniques". Hypebeast. 30 May 2023. Archived from the original on 2 November 2023. Retrieved 2 November 2023.
  25. ^ a b "Guy Berryman's Fashion Odyssey with Applied Art Forms". Numéro Netherlands. 9 November 2024. Archived from the original on 9 August 2025. Retrieved 9 August 2025.
  26. ^ "The 7 Best Emerging Designers in Fashion, Interiors and More". Robb Report. 23 March 2024. Archived from the original on 29 July 2024. Retrieved 9 August 2025.
  27. ^ "Coldplay Bassist Guy Berryman Launches Fashion Label in Singapore". The Straits Times. 26 January 2024. Archived from the original on 9 August 2025. Retrieved 9 August 2025.
  28. ^ "Coldplay Bassist Guy Berryman: I'm Very Grateful I'm Not in the Limelight". The Telegraph. 13 September 2024. Archived from the original on 25 December 2024. Retrieved 9 August 2025.
  29. ^ "Coldplay's Guy Berryman Launches Menswear Brand Applied Art Forms (A/A/F) in the Philippines". Inquirer. 22 January 2024. Archived from the original on 9 August 2025. Retrieved 9 August 2025.