Famous high street retailer House of Fraser has just announced that they are launching a new and exclusive range of menswear called Label lab. The inspiration for the collection is the offbeat style synonymous with the East end of London. Individuality is the key to the brand, and the target market is free thinkers, artists and musicians.
Key items in the collection are the likes of biker jackets, battered leather shirts and denim inspired by workwear. Raw edged jerseys with a distressed look, heavy striped shirts and the essential printed T shirt are also must haves in any new collection. These give the label their distinctive DNA.
Monochrome colours blend with washed out hues of colour to give the label an authentic and well worn feel. Earthy shades that look oil stained, faded reds and sun bleach blue hues with a chalky appearance work well together in the various cuts and shapes of the garments.
Drop-crotch khaki denim trousers look great worn with cherished vintage high-tops, while crumpled leather shirts add textural depth to the collection. Interest is added through print in the form of ‘Op’ art graphics and surrealist Victorian style prints across a wide range of men’s t-shirts.
The marketing campaign is being fronted by Tall Ships; an emerging Brighton based 3-piece band who will feature within the brand’s print and digital media content. Having already played with The Futureheads and hotly tipped by BBC Radio 1 and NME Magazine, Tall Ships encapsulate Label Lab’s attitude, echoing the attributes of the collection making them the perfect front men.
Sure to be a hit amongst the Hackney faithful and their creative neighbours further afield, Label Lab sets a new precedent for individual style in men’s fashion.
Label Lab will join the House of Fraser menswear collection alongside brands such as Barbour, Aquascutum, Desigual andSuperdry.
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