1973
The UK experienced high inflation; society was forced to adopt a three-day week1
and forced into strict austerity. A young Isaac Benson, like many people during this time, struggled to find a job. It came to the point where he decided he would have to come up with something himself in order to stand on his own two feet. And this was the moment that Isaac had a simple idea which led to great things.
His uncle already had a little shop on Toynbee Street near Petticoat Lane Market - home of the famous ’rag trade’ in East London. Penniless Isaac borrowed £70 from his sister and decided to buy some trendy knitwear from a local wholesaler, with the intention of selling it on the market. His uncle let the young Isaac hang those garments in the front of his shop, and every Sunday Isaac came to the market to sell them. Sales were surprisingly good, so Isaac didn’t hesitate to expand his offering, and decided to work on the market full time. Slowly but steadily he built a name for himself.
1979
Isaac opened his first shop and started to trade as BRUTE, though he still kept his stalls on the market. BRUTE offered a full range of menswear. However, buying from other wholesalers soon seemed unsatisfactory to him.