MQT AW14 Lookbook: First Look
Denim brand MQT’s house camo print is set to become a permanent fixture, according to the label’s AW14 collection.
The motif made its first appearance on a festival-ready poncho earlier in the year. However, the success of the item has lead the design team applying the pattern to a number of new pieces.
MQT’s AW14 lookbook, directed and styled by ex-FHM fashion director Richard Evans, shows the print on a fitted denim jacket, another first for the brand, a spokesperson told FashionBeans.
Ongoing demand for the original poncho sees it carried over into the new season, alongside t-shirts, hoodies, tailoring and coats.
The introduction of more camo pieces comes as no surprise. In an earlier interview the brand told FashionBeans it is looking to “continue its innovative approach to designing and manufacturing new projects”, a move the brand hinted would contain the print.
MQT, which stands for ‘mastering quality tradition’, is a third generation family business founded in 2008.
The AW14 line will be available from July, with prices ranging between £65 for jeans to around £160 for premium pieces. Stockists include ASOS, Selfridges and the brand’s own online store. The poncho is available to buy now from the MQT website, costing £75.