Reinventing classic menswear styles to “reflect the unique spirit of our times” is the creative philosophy behind rising South Korean brand, Customellow.
Like many creative forces emerging from the simmering pot of talent in the Far East, Customellow strives to offer an inherently modern and unique product, pushing conventional boundaries of form and sartorial expression.
Part new English dandy, part directional trend setter, the label’s aesthetic is born out of the rich traditions of western garment design and cleverly fused with a dash of innovative eastern eccentricity.
The AW12 collection entitled ‘Zoologist Bergman’, draws its name from intrepid Swedish naturalist Sten Bergman, who travelled to the exotic wilds of Korea in the 1920’s and 30’s to study and document its rich wildlife. In homage to the great man, the collection embodies something of a mad scientist quality to it – old school woollens, tweeds and Edwardian-style tailoring all evoke the spirit of the erudite Nordic explorer.
With classic garment styles updated with contemporary slim-fitting cuts and modern quirky-cool details, the collection’s design DNA is firmly rooted in the sartorial standards of the 19th century, but delivered with a fresh, modern appeal. These two juxtaposing elements are seamlessly fused, with digital camouflage prints and heavy-duty boots styled with slim-fitting wool overcoats and dandyesque tailoring – this mixing of genres is the unique formula of the brand.
Statement shearling and fur collars are a bold feature of outerwear, as well as quilted down-filled styles for cooler climes. Knitwear has a sophisticated hand-spun charm, with chunky weaves and expressively-quirky intarsia knit designs standout styles of the collection. Tailoring is impeccably sharp, whilst the accessories offered include playfully printed holdalls, sleek portfolios and functional backpacks, all ideal purchases for the discerning urban man. Footwear is a superbly masculine affair, with classic leather lace-ups and sturdy trekking boots forming the basis of the shoe assemblage.
A UK online exclusive from my-wardrobe, the Customellow AW12 range will be high up on every style-savvy gent’s sartorial schema; refined, wearable and a tad eccentric, this beautifully executed collection is guaranteed to unleash your intrepid style geek.
Selected pieces from the AW12 collection will soon be available from my-wardrobe.com.