The department store announced plans for an extraordinary skate park-inspired presentation in its car park, with a preview of the Hood By Air’s SS14 collection and the unveiling of an exclusive capsule line with British heritage knitwear brand Corgi.
The meteoric rise of progressive luxury streetwear label Hood By Air continues this June via a UK launch exclusively with Selfridges. June 16th will see founder and designer Shayne Oliver host an on-schedule presentation in the store’s car park, followed by a private party in partnership with underground New York DJ duo Ghe20 Goth1k.
The partnership acts as a celebration of Hood By Air’s launch at Selfridges as part of an all-new Men’s Contemporary concept, which sees the introduction of twenty new brands to the store’s offer in an aesthetic where casual, street and skate looks collide.
With intent to bring together the label’s distinctive visual vocabulary with something more unexpected – and inherently British – the showcase will act as a first-look at a capsule collection with heritage knitwear brand Corgi, which will be retailed exclusively at Selfridges.
Shayne Oliver commented: “I’m very excited to show in London, and to pay homage to the heritage of both tradition and rebellion. It’s something I deeply admire and wish to create within my own concepts and culture.”
Reece Crisp, Men’s Contemporary Buyer at Selfridges, commented: “There are few brands we’re more excited by than Hood by Air right now. The way Shayne’s playing with references, both obvious and subversive, is incredibly clever. They instantly felt like the natural partner for us this season for London Collections: Men, and being able to work with them on the relatively unexpected collaboration with Corgi has been a brilliant way of fusing New York street cool with an authoritative sense of British heritage.”
The project acts as a continuation of Selfridges’ commitment to supporting London Collections: Men. June 2012 saw a private party on the store’s roof hosted by Tinie Tempah to launch his Disturbing London label, followed by a partnership with Jonathan Saunders and Fantastic Man in January 2013 with a private dinner in the Old Selfridges Hotel.
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