Southern comfort has teamed up with Manchester’s Local Space for a limited-edition streetwear drop, Northern Comfort, a line fronted by the renowned Brit Award Winning artist, Aitch. Designed to be worn in and around the streets, this collection sees the South meet the North in a harmonious blend of style as it channels raw Northern energy and culture through a fresh spin on everyday street style.
With the feel of comfort felt in each piece, Northern Comfort redefines Southern Comfort’s manifestos through a Northern perspective, showing us that comfort isn’t found in a singular location, but is an attitude that can be accompanied with you, regardless of your location.
Building on the energy and attitude that first brought Northern Comfort to life through Southern Comfort’s limited-edition bottle rebrand last March, this collaboration keeps that spirit alive through a series of unique designs.
This collection embraces comfort - how does the idea of comfort play a part in your personal or professional life?
For me, comfort’s about being yourself. When you’re comfortable, you move differently. You make better music, better decisions, and you’ve got more confidence to just be you. I think that’s what this collection’s about too, representing where you’re from, enjoying a drink with your crew, and feeling good in what you’re wearing.
You’ve worked with Southern Comfort before. How does it add to the legacy of Aitch and the brand with Northern Comfort through this new capsule collection?
Yeah, we’ve had a proper journey together. We’re all about repping Northern Comfort. This new drop with Local Space, it’s not just something you drink, it’s something you wear. It’s that same spirit, but now it lives in fashion too. It feels like the next chapter for both of us.
Northern Comfort is a play on words of the brand. With Manchester, your home city in mind, what about the north do you want this collection to say?
It’s about pride. The North’s got its own flavour, they’re the friendliest and most welcoming people and we’ve always had our own style, our own way of doing things, and this collection shows that, this is Northern energy done right.
The collection features trucker-style hats with embroidered skylines and local landmarks. If you could design any other items that represent Manchester in your own way, what would it look like?
I’d probably do a coat cos it’s always raining in Manchester. It’d have little hidden Manc touches, maybe the bee, or some lyrics stitched in somewhere low-key. Something that’s proper comfy, proper sick.
The north really meets the south in this collection - what else in your career has seemed like opposites but has joined together in harmony?
Everything else! My whole job is mostly southern based just because that’s where the scene is so realistically the connection between north and south seems to occur quite regularly.
Northern Comfort talks about “comfort being a feeling you can wear anywhere.” How do you personally define comfort in your style, and are there any essential pieces you always revisit?
For me it’s all about fit and feel. I like stuff that’s comfy. I’m always in trackies or a hoodie when I’m travelling or recording but keeping it stylish. If it’s got that balance between chill and style, I’m good.
‘Comfort isn’t just a place, but a feeling you can wear anywhere’ - what about home do you take with you wherever you go?
Northern humour, you can’t take that out of me and that Northern mindset, staying grounded, having a laugh.
Collaborations often involve a mix of influences. How did you work with Local Space to bring the Northern Comfort aesthetic to life?
Local Space gets it, they’re from here, so it was easy. We all wanted to create something that felt authentic. We mixed Southern Comfort’s best bits with Northern attitude. Every detail, from the colours to the embroidery, has a story behind it. It’s not just merch, it’s a piece of where we’re from.
You've made big steps in expanding your artistry outside of music, what other creative outlets have you found the most comfort in beyond music?
Anything in front of a camera, I’m good.
Looking back at your previous activations with Southern Comfort, what’s a standout memory or moment from those campaigns?
The bottle rebrand this year was mad. Seeing “Northern Comfort” on an actual bottle that people could buy, that was surreal. It was one of those moments where I was like, “Yeah, we’re really putting Manchester on the map in a different way” - so big up to Southern Comfort for wanting to do that. And obviously throwing a rave on a moving train was a mad one.
When someone puts on the Northern Comfort pieces, what Aitch track should immediately start playing as the backdrop to that moment?
M40 always comes to mind, or 1989 or Close To Home. Anything that says Aitch at the start, you’re good.
The Local Space designed collection consists of four trucker-style hats in Southern Comfort’s signature colourways, finished with Mancunian touches - including embroidered skylines and landmark nods to callouts repping Southern Comfort as the Proud Old Drink of the North. Made for all ages and walks of life, this collection embraces what style is about - individuality and embracing your personal style. Aitch is seen throughout the campaign with a crew of locals; from students to grannies, all wearing and living in comfort in the way they know how.
The Northern Comfort collection will be available on 23rd October from 8pm for £44.00 on local-space.com
