As the brand’s primary designer, I shouldn’t always assume our audience sees what I see. Where possible, I want to share my considerations more often. Perhaps obvious to most, I hope it’s clear that I lead with simplicity. Doing my best to marry intricate details with a just-noticeable-difference. Each collection a relation to its predecessor and each individual product with a belonging to a wider ecosystem. Five days on from the first release of Summer, I thought I’d share with you three uncomplicated moments-of-affection as they relate to the range. 1. Summer is notoriously hard to style. From my perspective, it’s due to a lack of depth (less layers). To achieve more depth we’ve focused on textures through fabric, and a few new production techniques. For example, 3/4 Knitwear pieces are sewn as a breathable mesh, using a sustainable fabric called ramie, enabling Knits to be worn during warmer months, but also as a layering piece. 2. If it ain’t broke, don’t fix it. The fabric used on the S/S Placket Shirt & Double-Pleated Shorts is the same as our Dart-Knee Pleated Trousers. Comprised of cotton, and polyester (hear me out) giving the garments a voluminous, structured shape (unachievable without the polyester part - we tried). This is relevant because I want to provide customers with a sense of familiarity and (styling) confidence, enabling them to build upon pieces from prior seasons, i.e. not having a brand that changes its identity each season or makes your prior purchases feel outdated. 3. Proportion. Our Tees are becoming increasingly slimmer, and Pants wider (or Shorts longer). Not in all cases, but there’s been a noticeable shift in PJS-shape over the past 12 months. The Ringer Tees have been an affirmed addition whilst being an enjoyable vehicle of expression for new colour (2 more yet to come). Simple but considered, I look forward to sharing with you more moments-of-affection in the coming weeks as our second Summer release nears. - Josh