A fresh wave of creativity is sweeping across Glamorgan as a new clothing brand blends fashion, folklore, and fine art to honour the region’s cultural legacy.
Welsh author and broadcaster Graham Loveluck-Edwards, a well-known figure for his books and television work on the myths and legends of Glamorgan, has launched Glamorgan Heritage—a clothing brand that draws inspiration from the county’s rich storytelling traditions.
This debut fashion line seeks to breathe new life into Glamorgan’s legendary past, transforming famous local tales and heroic figures into contemporary, wearable art. The range includes striking T-shirt designs, each depicting a specific legend through the stylistic lens of a notable art movement—from baroque and romanticism to pop art and manga.
“I’ve always loved these stories,” Graham explains. “They’re a vital part of who we are in Glamorgan. I’ve written about them, talked about them, led walks to their locations—but now I wanted to go further. This range is a fun, modern way to bring those legends back to life.”
The collection targets a younger demographic, aiming to spark interest and curiosity in Wales’ lesser-known legends through bold, fashion-forward visuals. “It’s about making these amazing stories accessible,” says Graham. “We want people to carry these legends with them—not just in books or museums, but in everyday life.”
Each garment features a creative reimagining of a local tale. One design portrays Caradog, the first-century Silurian chieftain who resisted Roman conquest, styled like a character from the classic Asterix the Gaul comics. Another design gives Iestyn ap Gwrgant, the final ruler of Morgannwg before the Norman invasion, a graphic novel superhero treatment.
But the brand doesn’t rely solely on cartoon-inspired visuals. Some designs are grounded in historic and fine art aesthetics. The lost city of Kenfig is brought to life in a sweeping, romantic style reminiscent of Turner or Constable, capturing its tragic descent beneath sand and sea. Meanwhile, the Maid of Cefn Ydfa is depicted with the emotional intensity of a rococo painting, paying homage to timeless stories of doomed love.
King Arthur’s legendary coronation at Llandaff is rendered in the dramatic, chiaroscuro style of Caravaggio, while the wreckers of Dunraven are imagined with impressionist brushwork, creating a dreamlike portrayal of their infamous deeds.
For a humorous and modern twist, the daring tale of Ifor Bach, who once kidnapped the Earl of Gloucester from Cardiff Castle, is illustrated in pop art tones, bursting with energy and colour. Meanwhile, Cap Coch, the highwayman who once terrorised Bridgend, appears in the edgy style of classic manga, giving him a rebellious anti-hero flair.
“These are meant to be fun as well as artistic,” Graham notes. “There’s depth and history behind them, but there’s humour too. In the King Arthur design, we even snuck in Epstein’s ‘Christ in Majesty’ sculpture, which wasn’t added to Llandaff Cathedral until 1954—centuries after Arthur’s supposed reign!”
Glamorgan Heritage’s garments are not only stylish and thought-provoking, but also available in both Welsh and English, with plans to expand language options further.
Looking beyond folklore, Graham already has new projects in the works, including a future line focused on Glamorgan’s sporting legends, celebrating iconic teams and unforgettable moments from the region’s athletic history.
Each piece in the collection is individually designed and exclusive to the Glamorgan Heritage brand, currently available only through the official website. However, Graham welcomes interest from retailers and distributors eager to help bring these legendary stories to a wider audience.
By fusing storytelling, fine art, and wearable design, Glamorgan Heritage offers more than fashion—it delivers a bold celebration of identity, history, and imagination.
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