‘Self-assured’, ‘sense of self’ and ‘doing it for oneself’ were all phrases in mind when London-Hong Kong based designers Mark Budd and Andy Chu first established their modern men’s clothing label, Self, which launched online just two seasons ago.
Their new AW12 collection aims to ‘inject a degree of lightheartedness’ into us miserable folk, with the intention of lifting the mood of the current economic climate. Taking inspiration from the British streets rather than the catwalks, their collections represent what real men are wearing and how they are wearing it.
What stands out about this collection, as a whole, is how it’s rebellious use of colour doesn’t seem to adhere to the current season or present fashion climate – which is impregnated with black and leather at the moment. Featuring a fun palette of burgundy, green, blue and yellow (most of which can be seen in the ‘loathing’ jacket), it contrasts beautifully with the traditional winter shades of black, grey and navy.
The humorous lookbook features candid looking snaps in playful poses, which complement the collection’s colourful, casual and easy to wear shapes and fabrics. However, playfulness becomes total seriousness when it comes to the quality and construction of each piece, with the designers insisting that these contemporary staples are built to last, can be worn season after season and will become “trusted friends of their owners”.
With oversizing a key street trend at the moment, the majority of the collection is cut in a relaxed, comfort fit, ensuring these clothes are not only appropriate for colder winter weather but also something you would happily reach for every day. What is perhaps most impressive, however, is how each outfit still manages keeps an underlying element of formality to it. By pairing a button up shirt with a striped jersey blazer and matching wide legged trousers (a staple of this collection), the brand is clearly not afraid to turn its back on the industry’s favoured skinny/slim cut – which has become almost uniform in menswear over the past few seasons.
Self say that they pride themselves on their playful nature but above all the quality of the garments, with a near guarantee that items purchased will become instant wardrobe favourites.