Imagine the landscape of fashion today – hyped basic brands, resurgence of mass market and a huge global issue of over production and over consumption. People giving into Consumerism and Capitalism. A market which does not know what it stands for. It is common knowledge that the problem of over production is taking over the entire fashion scene but what is being done about it? WORLD’S END stands on the core concept of activism and riot. An unapologetic anti-establishment streetwear brand and another Sister-Brand for Vivienne Westwood, it focuses on the Anti-establishment of the failing Fashion Culture, by the promoting the ideology of the brand, ‘Buy less, choose well, make it last’. WORLD’S END is an Ideology that will lead us to the Beginning of the End! This concept was created by the Proto Pistols team for the module, Studio Practice, MA Fashion Communications, NTU.