Chess London Menswear Launch
Last week, new menswear brand Chess London held a launch party at London’s premier private members club, Home House, and I was invited along on behalf of FashionBeans. The brand showcased their debut collection to the press and we had a chance to chat to the marketing and design team – in order to really get a feel for their aesthetic and brand vision.
The guys at Chess London place great emphasis on quality, from fabric selection to execution and finer details. According to Ali, the head designer, the Chess London man is a young professional who is ambitious, hard-working and is looking to buy investment pieces that will not become outdated when fast-moving fashion trends move on. It is for this reason that they do not follow the traditional fashion seasons, instead opting for lots of smaller collections all year round.
In terms of the collection, at this point there are tees, shirts, knitwear, trousers, blazers and a great leather jacket. The vibe here is classic British with a modern twist; so blazers are in prince-of-wales check or tweed, but are made current with a contrasting trouser and crisp white shirt worn underneath.
In my opinion, the blazers really are the strongest pieces in the collection, with some being made in limited numbers to give customers the feel of a bespoke piece at a lower price, which is the brand’s aim.
At the moment the collection is sold exclusively on the brand’s website but the guys inform me there may be plans to stock in boutiques or department stores if the demand is great enough. With a very clear aesthetic and a focus on timeless pieces that are of the highest quality, I’m sure there will be a demand.
Shop online at chesslondon.com.
Image source: chesslondon.com