april:capsule
a closer look at our april:capsule
recreating the classics
It has always been part of our brand to reimagine cult pieces of the past with a modern interpretation.
We're constantly finding inspiration in and around our home in East London and like the idea of highlighting local businesses that have stuck to their guns in this city's shifting landscape.
We've been wear-testing these football shirts for a few months now so it's nice to finally get these out in the open, ready for launch.
We wanted to do something that continued to work into our wool focus and lean on some of the craftsmanship of the beautiful game that has long since been left behind on the terraces.
Our football shirts are a new fine gauge knit, knitted from a wool and acrylic blend for lightweight durability.
They're sewn on a machine with twelve needles per inch, meaning we can achieve a looser thread than some finer wool types - less merino, but somehow more detailed in its expression.
If you've never had a pie and liquor before, this staple dish kept London going for over a hundred years.
Typically served with eels from the Thames (but now much more commonly served as a meat dish), the East London delicacy has been so influential that many former sites are now protected sites of historical value.
F. Cooke is no different, having been one of the first pie and mash shops to open in 1862. An institution more than a restaurant, it felt right to work with Joe, Kim, and the team to present our knitted gear in a place so entrenched in the history of East London.
We're dropping our first seasonal play on our logo for spring, and maybe (just maybe) a little tease of something bigger we are working on in the background with our AB Sport logo t-shirt.
We're revisiting our slightly longer bodied tee with this one - less cropped than our traditional tshirt but still with that 340GSM that you all know and love.
To sit alongside this we've got a brand new knitted cotton crewneck.
This is a new shape for us but don't worry, still cropped boxy. Styled here with our Wide Leg Trousers in Grey, it's a pretty versitile wardrobe staple.
We've also got our double zip hoodie to round out the drop. Launching in Epson Green and Black, these feature a stacked version of our logo on the front with an unbranded back.
And to wrap it all up, of course we're restocking our wool cardigans you all know and love and debuting a new lighter "heather" grey for spring.
These cropped, boxy and oversized cardi's are our antidote to spring evenings (or autumn if you're reading this from Aus) - great for layering over a hoodie or for having them on their own.
They're 100% wool and pack a punch.
