Denim Specialist Brings Back Camo Print
Denim specialist MQT has tapped professional middleweight boxer John Ryder to be the face of its AW14 campaign.
The London-based ready-to-wear brand has worked alongside the fighter to showcase its latest range of slim and regular jeans, which are available in a range of washes, colour ways and styles.
Alongside the jeans, MQT’s navy camouflage pattern, which debuted earlier in the year on a poncho, returns on a denim jacket, casual blazer and shirt.
MQT brand director Merv Satoudeh said Ryder represents the “toughness” of the latest range.
“The motivation for us was to present our denim in its rawest form and we needed the right look in terms of our model selection to portray this… Denim can be worn in different, subtle ways that transform a look, but the personality remains consistent. John has been perfect for us in achieving this.”
Ryder, also known as The Gorilla, added: “I think the idea for the shoot and the reasoning is really clear and it’s nice to see someone doing something a bit different and I was really happy to be part of it.”
The MQT AW14 collection is available to buy online now, priced between £60 – £80.