Rochambeau is taking a different approach for the release of its spring 2018 collection that was designed in collaboration with artist Aaron Curry.
Instead of following the traditional fashion calendar and waiting until January to ship the spring collection to stores, Rochambeau founders Joshua Cooper and Laurence Chandler are kicking things off at The Webster on Dec. 7 during Miami Art Basel.
The collection will be showcased in an experiential space that references one of Curry’s shows — the walls will be wrapped in a hatch print Curry created to make the area feel like a gallery. Avery Dennison, which frequently partners with the brand, will set up a station that allows shoppers to customize their own Curry hoodies with appliqués. The Air Force 1s the brand created with Nike for its show will be on display. This will be Rochambeau’s first large activation at Basel.
“It’s exciting for us because we’ve focused our collections on working with artists closely in the studio, not just referencing them,” Chandler said. “I’ve found it cool to not only be on the fashion calendar but parallel with the art world.”
Following the installation with The Webster, which will be up for three weeks, Rochambeau will hold similar releases at Liberty in London, Just One Eye in Los Angeles, Riccardi in Boston, and close things out at Lane Crawford during Art Basel Hong Kong in March. This is the first time Rochambeau has worked with The Webster and Lane Crawford.
“For us, when we first started it was about selling to big retailers. But now we are evolving our story and realizing how important it is to create and work with partners that can tell the bigger story,” Chandler said. “That’s been exciting to understand from a market perspective and get the stores on board with that. It wasn’t a really hard sell.”
Rochambeau has been able to differentiate itself via its collections designed with artists. For fall they worked with singer, composer and visual artist Mark Mothersbaugh. They also dropped a capsule with Yung Jake, whose real name is Jake Patterson.