General Issue 2021 is a modern interpretation of Civilian Clothing Orders 1941 (CC41), the British governments’ national utility scheme in place during World War II. The scheme was designed to offer quality control of cloth and clothing at a reasonable, controlled price. Each of the participating couturier’s was to design a dress, a skirt, a suit, and a coat made of Utility cloth and under strict austerity regulations. There was also a limit of the number of designs to save on labour and increase longer production runs. 32 designs in total.

CC41 wasn’t a uniform it was civilian clothing. The regulation ensured that manufactures supplied well made products at a reasonable price.  The Utility Scheme continued in Britain until 1952 and included garments as well as novelty essentials such as blankets, pencils, lighters, furniture, and ben linen.

Eighty years later GI21 is inspired by the strict regulations of this programme. The concept is about rationing and standardisation, following orders that inform the design of 32 modern day utility items. Utility is about function but it’s history stems from standardisation. You want your clothes to be tough and dependable and the identity of General Issue 2021 aims to represent this reliability through simple but ‘reliable’ branding. Originally the initials G.I. were used to describe the soldiers of the United States Army but have also been interpreted as “Government Issue” or “General Issue” for their general items of equipment. As a brand GI21 embraces the military connotations as they align closely with the essence of utility. The brand is about what is essential in 2021, nothing that’s not.

General Issue 2021 is a brand that produces hard-wearing staple garments and contemporary essentials. Main themes consistent throughout the branding include standardisation, rationing and function, all aligning with the brand essence of utility.