There's an interesting trend in London right now for DIY. Everyone's been discussing the death of digital print for a while now, but this menswear season has seen its coffin firmly nailed shut. James Long's collection almost looked like it was championing the experimental, budget-stricken techniques of our capitals notorious art school students - see all those wrestling tape patches and frayed tripe-wash denims. That's not to say that the collection looked in any way amateur. Indeed, this was one of Long's strongest offerings to date.
He'd kept the best bits from A/W - the fun experiments with quilting and the bold primary hues - but brought in a new, folksier feel with the kaftans and playful beach-ready shorts and t-shirts. Still, it wasn't all fun and games, Long had clearly intended this collection to pull in new punters. The logoed sweatshirts, emblazoned with a bold bonded 'James' slogan weren't the smartest or most interesting pieces on show but they'll probably sell the best - branding is beautiful to the kind of youthful sportswear enthusiasts who'll shop Long. Sales aside, the take away from this collection was optimism and confidence, a welcome vibe given the financial restraints and battles that young designers face every day. Here's to a happy S/S 15 for Long.
