Committed to designing wearable, contemporary apparel with a strong emphasis on quality and craftsmanship, London-based label Folk is setting an unprecedented standard for modern menswear. Shunning gaudy sartorial expressionism, the Folk man favours a well-groomed, considered sensibility, nuanced with quirky details. A simple statement from the label is a concise summary of the brand’s design spirit: “We do not try and re-create the wheel in terms of styles but focus on developing our own fabrics, trims and design details to create easy-wearing garments with that little bit of something extra that hopefully sets Folk apart from its peers.”
Founded by Scottish-born Cathal McAteer in 2001 with the objective of designing clothes that his friends would want to wear, this ever-popular label operates from compact, well-formed creative quarters behind their flagship store on London’s Lambs Conduit Street.
Renowned as something of a mecca for the stylish urban gent who is after something a little more individual, Lambs Conduit Street, in the capital’s Bloomsbury district, has seen its sartorial profile significantly enhanced since the arrival of the brand, with other independent labels following suit and opening premises on the tranquil West End thoroughfare.
Remaining dedicated to the philosophy of creating ‘clothes for the everyday man’, McAteer continues to commission his closest friends to model the brand’s collections, which emphasises the genuine, no-nonsense charm of Folk’s designs. When questioning the man behind the label about their intimate design process, McAteer states: “Every single thing is thought through. We consider every single design option, all the thought-processes are so pain staking and laborious…”. If that’s not dedication to your art, then I’m not sure what is.
Technical details and innovative craft techniques are central to Folk’s design DNA, with the creative team working closely with specialist mills to engineer their own unique fabrics and details, that make the label’s designs standout from its sartorial contemporaries.
The AW12 collection continues the label’s hallmark ‘modern heritage’ tradition, offering an array of casual wearable classics with a twist. As ever, the colour palette is playful, with multi-tone check shirts and vibrant stripe-weave chunky knits a core feature of the line, as well as bold neon-tone legwear; the perfect tonic to any muted-tone winter wardrobe.
Texture is also a key, with quality, rustic wools and rib-weave techniques seen across knitwear, whilst tailoring has an unstructured, fuss-free approach and quirky cold-weather accessories exude a natty-cool character. A felted-wool navy shawl-collar coat stood out as the essential winter cover-up for AW12; its cut and detailing was simultaneously timeless yet up-to-date.
With something to suit every style perceptive man, from colourful warming knits, to practical outerwear, the AW12 assemblage is exceptionally executed with an attention-to-detail dedication; think honed bookish sophistication and put a Folk piece at the top of your sartorial agenda this season.
A fine edit of Folk’s AW12 clothing collection is available now at www.mywardrobe.com.