![]() ![]() It’s an institution, it’s part of the cultural history of growing up.” ![]() “Everyone you speak to has at some point in their lives played The Sims. ![]() We were very aware that loads of people playing The Sims had never heard of Stefan Cooke before - we’re a very small, slightly esoteric brand in the fashion world - but if they recognise the quality and the care we’ve put into the work, then they’ll gravitate towards us. There’s a real critique there, which I like. “They’re so harsh, things have to be perfect. “During the project I’ve been looking into “Simmers” on YouTube and seeing how they talk about things,” says Jake Burt, Stefan Cooke co-founder and director. “It’s about making sure that there are enough options of everything.”Īfter the brand was approached to take part, the team began researching the game and the packs that had come before it. “The thing with The Sims, and one of the reasons that it’s lasted so long, is that it listens to its players,” continues Cooke. “It’s an institution, it’s part of the cultural history of growing up.” The creation of the pack came in response to demand from The Sims players, who felt like this modern menswear was underrepresented in the options for dressing characters. “Everyone you speak to has at some point in their lives played The Sims,” explains Stefan Cooke, co-founder of his namesake label. ![]()
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