The brand has installed a workshop pop-up inside Matchesfashion’s London town house 5 Carlos Place until Sunday, where customers can get complimentary customization added to their Our Legacy pieces, old and new, by British-Indian designer Namita Khade and multidisciplinary artist Hank Grüner.
“We’ve always had an admiration for the British Isles, especially coming from Sweden and Scandinavia, where we romanticize it a little bit and so many pop cultural things came from here when we were young,” Jockum Hallin, one of the three founders of Our Legacy, told WWD on Wednesday afternoon at the town house.
The relationship, however, is deeper than that: it’s one of appreciation, especially as a fashion label that features craftsmanship techniques such as weaving, knitting and shoemaking.
Hallin wanted to emulate British style in the collection with the Harrington jacket; raincoat and the double-breasted suit — which he calls “classic diehards that will live forever.”
The brand found British fabrics in their warehouse by accident that it used on the pieces. The company used deadstock yarns for the knitwear and old Our Legacy suiting fabrics for the barracuda jackets.
“That’s what ‘Work Shop’ does, it’s repurposing and taking care of old things and conceptualizing, but with a British vibe,” added Hallin.
Hallin grew up ingrained with British hard-core punk, which he was introduced to by his father, who also listened to The Beatles and The Rolling Stones.
“I’m really into music and I think British post-punk is really blowing up again with indie guitar-based music,” said Hallin, who listens to High Vis, Chubby and the Gang and The Chisel.
What Hallin finds most fascinating about the British aesthetic is that it can be “so polished and posh, but have a punk attitude at the same time — that’s what we wanted to bring to this collection.
Our Legacy is experimenting with expanding its reach. The brand is deepening its work with Dover Street Market in Tokyo, Japan and is planning to open more locations in South Korea. Meanwhile, for Europe, a bigger space in London is in the cards.
“I haven’t been to London since the pandemic and coming back here, it feels like stuff is really happening and it’s a good energy,” said Hallin, whose brand has a dedicated community in every city around Europe.
He sees the stories as a family home, whether in London or Berlin — for the project with Matchesfashion, he has partnered with store staff who are already models or photographers, with the campaign shoot taking place in both cities.
The brand has enlisted the help of former employers Khade and Grüner for the London pop-up.
Khade has set up an embroidery station inside the town house, where she’s stitching intricate details and symbols onto the garments — and next to her, Grüner has his airbrushing and painting stall, decorating T-shirts and boots. On the opening day the demand was high with waiting times already reaching two hours.
No comments:
Post a Comment