ARTICLE PATRIK SANDBERG
HOOD BY AIR TAKES OVER SELFRIDGES CAR PARK TO PREVIEW ITS 2014 COLLECTION, SUBVERTING BRITISH PREP WITH SIGNATURE NEW YORK STYLE
New York menswear sensation HOOD BY AIR is known for its cutting edge mix of conceptual design and cool, viral street vibes. Considering that in the six years since its inception, the brand designed by Shayne Oliver has established design codes that are known to subvert the status quo, it's no shocker that Oliver and company have managed to surprise once again by taking inspiration where one might least expect it—British prep.
The fruits of a collaboration with heritage knitwear label Corgi, Hood By Air's new knits were on display in the Selfridges car park last night, where the brand erected a skate park-nightclub hybrid space to preview some of the ideas that will be fleshed out later this season at New York Fashion Week for Spring 2014. Worn by a troupe of skaters streetcast by in-house creative Kevin Amato—led by the particularly striking Jimmy Q—inventive zipper-pleated jeans, cropped logo sweaters, and even garters with thigh-high stockings punctuated a range that gave an elevated take to one of the fastest rising fashion labels New York has seen in years.
However, lucky Londoners will be the ones with dibs on these pieces—the Corgi collaboration will retail exclusively at Selfridges beginning in October. For photos from the presentation, click above.
All images courtesy Selfridges & Co.