Back in May I wrote about a new hoodie label called L’Estrange, whos’ founders had approached the market with gusto and style into re-defining the wardrobe staple. Sucessfully making these the hottest pieces of leisurewear in menswear, William Green and Tom Horne had already scored the fashion pages of the Evening Standard by the time I had got to the launch of the L’Estrange pop-up shop in Covent Garden’s Floral Street last Thursday. As I wrote earlier this year, the creation of the brand came as, ‘the hoodie had long been a staple in our wardrobes, but we couldn’t find any that provided the winning formula of comfort, practicality, fit and style’ according to Horne.
With pure British design behind this interpretation of an American classic, there are some European components behind the label as the pure-cotton jersey is hand loomed in Portugal; the zips and cord ends are produced by Italian firm Raccagni; and the paisley linings of the jacket and pocket from Liberty of London. This melting pot of quality and talent has already got the online community, as well as print, clawing for each design, including the limited edition Ikat print that is available from the pop-up store.
As I explored the double-flored space (store on top, exhibtion of the label’s development below) the crowd upstairs was sipping on Peroni, with FireFly supplying Love Potion and Shottails enticing us with a potent shot of something quite addictive. Bringing things closer to come, Bristol DJ duo Real Nice were decked infront of three hoodies, providing quite a nice shot, below.
I will be getting one soon, and you can yours at the L’Estrange pop-up shop which is open from 2nd-11th August 2013, between 10am-7pm at 17 Floral Street, Covent Garden, London, WC2E 9DH or online.