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ART ATTACK: London-based label Bruta launched its spring 2016 collection at Liberty of London today.

The brand, which made its debut last year, incorporates painterly prints and embroideries on unisex shirting.

“We wanted to start with one category and make sure we do it well,” designer and founder Arthur Yates told WWD. “It wasn’t about a concept or a big gender-bending philosophy, I had an idea based on what I wanted to wear and what I liked to also see on my girlfriend.”

The shirts are embroidered or printed with motifs featuring Yates’ hand paintings. Housewares is another category that the designer is focusing on, with the artwork infused on ceramic urns.

“We are the pots and shirts people. The match might be unheard of, but for me it was a way of bringing my two worlds together,” said Yates. Before launching Bruta, the designer used to own the company Fifi Lafayette, which created logo T-shirts for high-street retailers while at the same time organizing art shows.

Yates painted a mural in-store to mark the brand’s launch at Liberty’s, where it will sit under the department store’s men’s wear division.

“Bruta reflects everything exciting that is happening in men’s wear at the moment as the aesthetic is moving from something very clean to a place where print, embellishment and embroidery are at the fore,” Liberty’s senior men’s wear buyer Ben Andrew said. “Bruta’s links to the art world provide the brand with its integrity and inspiration, which is immediately clear in the product — it is this association with art that spawned the idea for Bruta to create a mural in store for the launch of the collection.”

The brand is currently showing its fall 2016 collection, in the form of one-on-one appointments. Given their unisex approach, the designer opted to host appointments after London Collections: Men and before London Fashion Week, which starts on Feb. 19. The collection features embroidered viscose or silk shirts in a neutral palette of white, navy and burgundy.

“The product can be categorized as sportswear but I wanted to give an elegant touch to what is considered casualwear or sportswear,” said Yates.

The price range is from 110 pounds, or $158 at current exchange, for a printed or embroidered viscose shirt to 300 pounds, or $430, for a silk shirt. In addition to Liberty’s, the brand is stocked in East London’s Celestine Eleven, Ideas by Sosu in Tokyo and HLNR in Los Angeles.

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