Creation is the clothing label founded by Emmet Keane and Paul Sid.

Allied by a love of art and music with the purpose of imparting their wisdom and experiences within an industry arguably losing substance.

With a variety of subject matter ranging from popcorn to prison tattoos, sound systems to sociology, the message is often coequally playful and provocative, and when necessary political.

And through astute collaborations with like-minded artists and photographers, the brand continues to build on its reputation for strong graphics, engaging imagery, musical and cultural references.