EHUD ファッションブランド 2011年春夏メンズコレクション

EHUD 2011 SPRING／SUMMER MEN'S COLLECTION

EHUD 2011 SPRING／SUMMER SEASON － BRAND Q&A

Q1. Please outline your concept for SS11 and the reasons behind it.

Summer for me was a time for getting away with family or friends, into nature in New Zealand, where I grew up. This collection is about those holidays and how I remember them.

Nostalgia is a powerful emotion, but by seeing the past in a romanticized way we alter the memory, making things better than they were and often getting aspects of the past mixed up.

The collection tries to be a little faded, with garments that seem to have been left in the sun too long. Traditional features are also mixed up, as if through remembering these garments over time things got mixed up a bit. Finally, through a focus on sportswear features, classic tailoring is made more comfortable and easy to adjust onto the body.

Q2. For this season, what fabrics are you paying attention to?

The focus was on casual cottons in soft colours, with garment dyed and hand finishing to give the fabric a depth of texture. These casual fabrics are supported by more nobel fabrics like silk/linen knits and linen/wool melanges. There is nothing solid, as every fabric is either in a matt texture or a melange.

Q3. What role does color play in your SS11 collection?

Colour is very important. I wanted to create a very focused palette where all colours and textures would be easily combinable. Through working with off tones, dark lilac, warm light blue and pale grey accents, with beige , charcaol and navy as a base, a slightly vintage inspired, soft look was achieved.

Q4. Please choose 3 key items from the collection and outline why you chose them.

1. The cape, with its dramatic volume and sporty detailing, its like a portable tent, yet comfortable and fun.

2. The lapeled shirt, mixing a blazer, shirt sand bomber, its a mixed up recipe which results in an easy, versatile piece.

3. The quilted zipped coat. Its a great spring piece, whether at full length, or with its bottom removed, when it is a bomber. or finally, with the sleeves removed and it becomes a vest. Its based on a removable army coat lining, so its constructed in a very simple way.

Q5. Please tell us what things are important to you when thinking of a new design.

I am a story teller. The designs are not just expressing a concept but more importantly for me, a state of mind, an emotional experience that directs every aspect of the collection.

Q6. What do you think of fashion in Japan?

I am a big fan of many japanese designers. I was also blown a way by the fashion when I was in Japan. I am always inspired by the way adventurous men dress. And in Japan there seem to be a real sense of independent style. This is visible in the street as well as in the local designers work.

Q7. Is there any other brand news that you would like to tell us about?

Well, we have only just begun. so over the next few seasons we are being ambitious, aiming for shows, collaborations and accessories.

Q8. Finally, please give us your thoughts on our website JAMOOL LIFE.

It looks like a very well thought out platform for labels, creatives and ideas. I just wish I could read the Japanese...!

go to official site

EHUD

Designer

Ehud Joseph

EHUD is the new menswear label designed by Amsterdam based designer Ehud Joseph.

Ehud was born in Israel and grew up in New Zealand. After studying Fine Art he started his own Menswear label 1999 showing in 2001 at the first New Zealand Fashion week.

Moving to London in 2002 Ehud graduated in 2006 from Central Saint Martins. He worked for various menswear companies and labels before launching his own label in 2009.

Concept

Through experimenting with the limitations of menswear old codes are given a new lease of life. Uniforms as cultural identifiers are the starting point for a compact but complete wardrobe that is grounded in contemporary life yet steeped in tradition. The result is a clear-cut collection that is built on smart tailoring and a luxurious reinterpretation of classic staples.

URL : http://www.ehud-men.com/