With the first ever London Collections: Men weekend well and truly underway, the capital can expect to see a huge scope of innovative and original approaches to British men’s fashion over the next few days.
Friday’s Superdry x Timothy Everest presentation was no exception. Taking place at Superdry’s Regent Street store, a cluster of sharp-cheekboned models posed in even sharper tailoring against a backdrop of an upper-class country library, complete with overstuffed leather chairs and hunting rifles.
Guests circled the moving tableau (iPhones and mini bottles of Moët in hand) as the models alternated places, occasionally pouting as they read a copy of the Financial Times, or staring moodily into a crystal tumbler full of whiskey.
Taking a novel approach to S/S13 style, the collaboration fuses Timothy Everest’s bespoke craftsmanship with SuperDry’s casual urban style, with the aim to contemporise the classic suit for the modern man.
A shared love of quality British tailoring brings the two brands together in force, with Timothy Everest’s selection of traditional tweeds, sateen and herringbone meeting Superdry’s raw denim and satsuma-bright logos.
The result is an eclectic capsule collection comprised of four slim-fitting styles. Each style takes inspiration from an iconic film character, with a choice between Super Spy, Bank Robber, San Franciscan and Country Rebel.
Does it work? It’s certainly interesting. Such an intense fusion of classic and contemporary, of formal and casual (such as motorbike boots juxtaposed with a heavy tweed suit jacket, or a naval-striped tee combined with a starched shirt) is not an easy one to pull off – and yet, for the most part; the collection manages to merge the two styles fairly fluidly.
While we can’t see the average Superdry customer responding to all of Timothy Everest’s classic design features, the collaboration has definite potential for the contemporary sartorial-conscious man.
You can see more of Superdry's designs here, and Timothy Everest's designs here. Images courtesy of Catwalking.com.
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