The new men's wear brand Aedelhard believes rugby teaches important values and lessons to its participants, and has aligned itself with the sport. That the game can be intensely competitive and at times violent is not lost on the brand."Beneath the seeming barbarism and occasional debauchery often associated with rugby lives a sport rooted in respect and a strict code of conduct," Aedelhard declares on its web site. "It's a game that instills teamwork and discipline."The sport has given the world one of the most enduring pieces of fashion — the rugby shirt. It's that side of rugby that Aedelhard is tapping into, the "sport, intellect, sophistication and gentlemanly conduct — all derived from the game," said Darrell Kopke, Aedelhard's cofounder and chief executive officer.
“Dressing well is a form of good manners, and we're simplifying the process with pieces that are easy to combine, accessibly priced, well-made and designed with intention,” added Michael Nguyen, cofounder and creative director.
Aedelhard wants to disrupt the technical apparel market with elevated, classically tailored and functional performance apparel. The company considers its pricing disruptive, with trousers retailing for $150, blazers, $380 and shirting, $120. "We're bringing tailoring for the masses," said Kopke.The label was conceived when Kopke, one of the original executives of Lululemon, and a former ceo of Kit and Ace, partnered with Nguyen, a tailor who creates custom garments for professional athletes, actors and musicians, and counts LeBron James, Ryan Gosling and Drake among his clients.Kopke and Nguyen discovered they share a passion for rugby and the sport informs the brand in different ways. "We’re rugby-inspired," said Kopke, a former player. "We take performance fabrics off the rugby pitch. We make the most comfortable suiting in the world. People want to dress up. They tolerated uncomfortable suiting for too long, and went to ath-leisure. That [ath-leisure] trend is coming to an end. Because Aedelhard is available online, it’s the first brand where you can buy tailoring online and not need alterations."Nguyen, a third-generation tailor and owner of Garrison Bespoke Tailoring, is the official tailor for three major sporting clubs in Canada, including the Toronto Football Club, and provided custom suiting to the TV series "Suits."The collection consists of 16 pieces, including trousers, denim, blazers and shirtings for day and night, built around mixing and matching a monochromatic palette of black, white, navy and gray. "You can wear the same outfityou wear during the day and change shirt, and you’re set for the evening. There’s no way things can go wrong," Nguyen said. "The 16 pieces can make 48 outfits. It’s not about buying a whole bunch of things together."Shirts come in a four-way stretch-knit fabric and trousers "are as comfortable as jogging pants," Nguyen said. "Men have a trouser problem today. There aren’t well-fitting trousers that are comfortable.""We’re going to establish our position in men’s wear first, then you’ll see us make the evolution to women's," Kopke said, noting that Aedelhard is available in sizes XS to XL. "The XS and S sizes can be worn by women. Our trousers are looser and wider-legged. It’s a very flattering fit. The knit fabrics are extremely forgiving and drape. Through body mapping, we created a collection to fit athletic body types. When a woman is wearing Aedelhard, she’s belting it up."Aedelhard's range of accessories includes a duffle bag for $274 that's already sold out; backpack, $186; black toque, $49; water bottle, $49, and insulated growler, $98, as well as first-aid kits and rugby footballs. Also, framable rugby photos, $24 per print, and a player in ink on canvas, $299."We'll offer up some interesting capsules for shirting, suiting and accessories to give some flair to the brand," Kopke said. "Men seem to have more stability for consistent product. Men don’t want the traditional fashion model of seasonality.
"We want to share our love for the game and its values beyond the pitch through the gift of rugby," Kopke said, adding that 2 percent of Aedelhard sales are being donated to provide youth an opportunity to learn the game and power of rugby culture.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.