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.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye