Coventry University student launches urban fashion line

Student news

Tuesday 26 July 2011

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A first-year Enterprise and Entrepreneurship student from Coventry University has launched his own urban fashion range.

Owen Deneny, 32, took inspiration from aspects of modern urban culture and street art to design and produce a unisex streetwear line to introduce his new label, Dead Kingdom ClothinG.

The label features a range of premium fabric graphic t-shirts bearing Owen’s own street art inspired designs, and marks the culmination of over 12 months of market research and deal-making which he carried out during his first year at University.

With the help of a £3,000 grant from the nationally-funded SPEED programme – offered through Coventry University’s Student Enterprise Centre – Owen was able to put resource into researching the market, evaluating different materials and travelling around independent UK retailers to pitch his products.

Owen has had the entrepreneurial spirit since his late teens, and has never shied away from experimenting new and unusual business ideas – when he was 22 he even started his own carpet cleaning business.

With no prior experience in the fashion industry, Owen relied on his business instincts and creative flair – as well as a little help from his friends, including two fellow students in graphic design and fashion – to produce Dead Kingdom ClothinG’s first range of garments.

Owen said:

“I’m very excited to be launching the Dead Kingdom ClothinG label – it’s quite an adventure! Starting a new business is always a step into the unknown, but I’ve had some great support along the way, including funding from the SPEED programme and some helpful advice from my course tutors at Coventry University.

“I wanted to create a unique range of t-shirts, with a meaning behind every design. They couldn’t be too generic, but they couldn’t be too niche either. What I’ve come up with will hopefully appeal to a wide range of people and prove popular enough to help build the business.”

Owen will start the second year of his BA Enterprise and Entrepreneurship degree at Coventry University in September. The course encourages students to start up their own company, embracing the concept of ‘learning by doing’ and providing help and support where required.

To find out more about please visit the Dead Kingdom ClothinG Facebook page.

For further information, please contact Alex Roache, Communications Assistant, Coventry University, on +44 (0)24 7679 5050 or email