Five Four has brought on a new type of collaborator.The digital men’s wear brand is known for producing capsule collections with fashion industry veterans including Robert Geller, Mark McNairy and Motofumi “Poggy” Kogi. But now they are pushing for more visibility by partnering with Chris Paul, a nationally recognized NBA player.Paul, who is a point guard for the Los Angeles Clippers, will appear in the brand’s summer campaign and will design a Five Four capsule collection to be released throughout the rest of the year. It will infuse Paul’s athletic sensibility with pieces that can be worn from day to night.“Chris has great personal style, he’s the biggest superstar athlete in Los Angeles and he’s a family man,” said Andres Izquieta, who cofounded Five Four with Dee Murthy. “His values are so on point with what we believe in and he’s had big challenges during his journey through life. We wanted to show how Five Four can help take you through your own journey.”Paul has had a partnership with Brand Jordan for the past 10 years, but this is the first time he has worked with a fashion company. He discovered Five Four when he first moved to Los Angeles and noticed fans wearing Lob City sweatshirts, which Five Four produced at one point, and it made an impression.“It wasn’t the typical fan paraphernalia and instantly I was drawn to the brand,” said Paul. “Ever since then I've had a great relationship with Andres and Dee. Five Four embodies the energy and lifestyle of Los Angeles. They are a part of L.A. culture. I’ve learned about the history of the brand and their commitment to being leaders in the Los Angeles fashion market and the subscription concept. I believe in them.”The campaign, which was produced in-house, will include 15- and 30-second TV spots that will air on networks including Spike TV, ESPN, Vice and Bloomberg. According to Murthy, for the past two years Five Four has aired TV commercials explaining what the brand is and how it works, but they wanted Paul’s campaign to have a bigger message.“TV has had a tremendous impact for us,” said Murthy. “It’s one of those things where everyone is walking away from TV and we’ve found a lot of opportunities to scale our message on this platform. So much focus has shifted to digital advertising and Facebook, but millions of Americans still watch TV every day.”Five Four continues to grow its concept — Five Four Club members pay $60 a month to receive a curated box of two or three items, but pieces can also be purchased à la carte. Last July it launched a stand-alone footwear brand with Mark McNairy and introduced a streetwear-inspired activewear brand Grand Athletic Club late last year. It will offer grooming products under Mercer and Clay this month.
“I design by visualization. I see things, and most of the time they’re not practical to actually make, and what I’ve found here, it’s like anything’s possible. This is the first time that I’ve made a sole unit in two months. That process usually would take six, so here’s a difference,” said @virgilabloh of the first sneaker sample he created for @louisvuitton, pictured here. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion (📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim
“I genuinely fell in love with water, I fell in love with Fiji, I fell in love with the whole life that we lived for those few months,” says @mrsamclaflin of filming for his new movie “Adrift” with @shailenewoodley. The 31-year-old actor spoke with WWD about his upcoming projects, meeting Jamie Dornan and working with co-star Woodley. #wwdeye (📷: @jamstoker)
3 years ago, fans of the late singer Aaliyah started calling for a collaboration with @maccosmetics. With the strength of social media — including mock ups of products — 25,000 people signed a Change.org petition for a limited-edition collection, and MAC couldn’t ignore the buzz. Tomorrow, MAC will unveil MAC x Aaliyah, a tribute to the singer who passed away nearly 17 years ago. Head to our stories to preview the new collection, which was worked on by Aaliyah’s family and inspired directly by her makeup bag. #wwdbeauty
Artistic director @clarewaightkeller will be dedicating @givenchyofficial’s fall 2018 couture show in Paris on July 1 to house founder Hubert de Givenchy, who passed away in March at age 91. Givenchy said the collection would be “an homage to his iconic creations, technique, and personal lexicon” and a “celebration of his timeless elegance and grace.” Head to WWD.com to read more. #wwdfashion (📷: Delphine Achard)
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)