A UNIQUE clothing brand specifically made for the young adults of Hereford launched last weekend.

Designed for those who enjoy partying on the Hereford 'strip' at weekends, Ding Dong Apparel launched its t-shirt and hoody range at Play Nightclub on Saturday night.

Toby Zamani came up with the idea of a fashion brand while running a city football team two years ago.

After finishing his university studies, he is now launching the street-wear brand which is inspired by the nightlife scene in Hereford.

The brand is based around nights out in the pubs along Commercial Road and aimed at those aged between 18 and 25 year.

"We have had quite a bit of interest although Hereford is quite a small and a niche market," said Toby.

"So we will see how it goes but I'm just having fun with it.

"But we do have a serious side and want the local youth community to live better and more without judgment.

"By using local models, for example, some will be able to grow their portfolio and personal brands online."

He added: "We had our launch night party in Play Nightclub which pretty much is the brand's second home with a lot of our content based there showcasing the other side of Hereford."

Toby is aiming to use social media sites Facebook and Instagram to post videos of the Hereford nightlife and to promote the product.

For more information visit the: www.dingdongapparel.co.uk.