HENRI LLOYD AW10: Men’s wear

Flag 05 August 2010

For AW10 Henri Lloyd has responded to the current mood of economic and environmental instability in today’s world to create a men’s wear collection that gives the consumer a sense of security and protection, while bringing a modern edge to the classic Henri Lloyd look.

Consumers turn to trusted brands in times of unease, a trend which is echoed in AW10 with the presence of the brands’ sailing heritage running throughout this traditionally influenced collection. The Henri Lloyd mantra, ‘true to the sea’, has been brought up to date by pieces such as the Melton duffle coat, which maintains a classic feel while being technically enhanced, made from a wool/nylon blend fabric and embellished with hidden detailing to give it a contemporary twist.

Texture and layering are also important themes for AW10, creating depth and protecting the wearer from the elements. Wools, cord, check cottons and denims provide contrasting textures, and layered necklines are key. Marled knits are worn over checked shirts, and a Melton collar coat is combined with a cashmere knit to create a fluid, yet strong line – to be paired with slim jeans and chinos to create a clean, classic silhouette.

The country gent look permeates throughout AW10, highlighting the British roots of the brand. The ‘Made in England’ waxed jacket responds to the desire for consistent quality and traditionally made products. The jacket retains a classic feel while subtle details such as articulated sleeves and quilt stitch detailing update the look. The country theme also showcases the earthy colour palette of the collection with warm reds and ochre worn alongside forest greens and navy.

The country theme is further modernised through the use of sporting influences with a diamond quilted jacket carrying the classic Henri Lloyd look and the introduction of brighter tones – cerise and purple - which opens the brand to a wider, more commercial market. Henri Lloyd’s technical excellence is also showcased here, a lambs wool jacket with a plated cotton inner not only provides warmth and comfort but the technical know-how, gained from years of marine experience, is demonstrated with the use of an award winning Opti-Vision hood – creating a versatile piece of inner wear worn as outer wear.

Last season Henri Lloyd took note of today’s environmental concerns and introduced the ‘Dame’ award winning Blue Eco jacket – their first generation of environmentally friendly recycled / recyclable performance wear. For AW10 the “All Seasons Blue Eco jacket” has been introduced; this flexible ‘3 in 1’ product has been designed for use all year round. Once beyond wear it can be returned to the retailer and will then enter an infinite recycling programme developed to continually recreate new garments from old. This is an area Henri Lloyd will continue to research, looking at ways in which the consumer can align clothing manufacture with socially responsible living.

The contrasts of fabric textures and weights, the ideals of sea and country life and the bringing together of traditional heritage with modern fabrics and technical details are incorporated for AW10 by Henri Lloyd to create a collection that appeals to our desire to hark back to the safe and idealised past, while recognising that it is time to look forward to a brave new world.