Folk dance…
How fun is this video from Folk… we can’t get enough of their fab menswear pieces and whats more its online right now…we caught up with the design duo earlier this week…see our interview with the wonderkids below!
Folk’s been around and about for about 9 years now. We’re based in London behind and below our shop on Lambs Conduit Street in Holborn. We do menswear and men’s and women’s shoes, and we’ve just opened a new shop on brick lane as well as in a larger store in Amsterdam. The brand’s design ethos is pretty simple: we just try and create simple everyday menswear based on classic styles in interesting fabrics with subtle, fun detailing.
Who is the typical folk customer?
We appeal to men who want good quality product that is not ‘branded’ as such but has something different about it. We attract customers from all over, many of which have creative backgrounds as I think the small design details appeal; but equally we could get a lawyer in the shop.
You branched into footwear with Shofolk – are there any plans to expand again?
We can’t help but expand the collections all the time. We still make men’s and women’s shoes as well as menswear but within that I would say we push the boundaries to make as much as we can each season.
What is so special about London?
I think it’s hard to say when you live in a city. .. I really missed pubs and the British sense of humour last time I didn’t live here.
What is inspiring you at the moment?
Painting. I’m just hand painting some wooden stools with an abstract design. We did some printed knits for the winter collection so it’s a continuation from that design. We are also really looking forward to the Chris Ofili exhibition, and I loved the huge David Hockney that is on show at the Tate Britain just now too, he has always inspired me.
You produced a short film for ss10 – will there be a new one for each collection going forward?
We don’t tend to make plans so far in the future…maybe but then there might be something else we want to do.
Did the film help you to convey something different about the collection?
It shows the detail and I think that’s one thing we are really known for. It’s the extra bits that at are not obvious at first but when discovered make you love the garment that little bit more.
What is the future of fashion (or what do you hope it to be)?
That’s a big question. I think people always expect Fashion to change but it never really does unless outside factors change such as new fabric or manufacturing. I guess the biggest change recently has been the way customers buy. Websites are now just as important as the boutique used to be. For us it’s still about customer service, making sure we welcome people in to the store. The clothing is pretty similar, it’s an inclusive aesthetic. We don’t aim to produce elitist fashion; we’d prefer to be known more for crafted and approachable clothing.