STYLE AND CULTURE
BEHIND THE SEAMS OF ASOS WHITE
By Elizabeth Odey, 29 October 2018
If you’re yet to discover ASOS WHITE menswear, read up here and then shop here and we’ll catch you back in a bit… Now you’re aesthetically enlightened (and a few well-spent dollars down) we’re here to pick the brain of the man behind the seams. ASOS' Head of Menswear Design, James Lawrence, dropped by Sydney for the ASOS Press Day to introduce the new collection, talk effortless style, Gucci loafers and why we're suddenly craving a pinstripe suit...
Tell us what sets ASOS WHITE apart from ASOS DESIGN…
I feel that ASOS WHITE appeals to a slightly different customer. Where a lot of the trend product in ASOS DESIGN is eclectic, fun and makes a statement, ASOS WHITE has a very obvious minimal aesthetic which will evolve but never go away. It’s for the guy who knows his style, who wants to invest in timeless pieces, loves directional fashion but wants to look effortless.
If you could only pick two pieces from the new ASOS WHITE collection, which would they be and why?
I would have to say the pinstripe suit. The fit, the cloth and the styling is perfect and I love that it can be dressed casually or formally so suitable for any occasion. The blazer and pants also look great worn separately. Another favourite piece of mine is the black chunky oversized jumper. The shape is amazing and it will probably be one of my favourite jumpers for many winters to come.
If you could collaborate with anyone on a new ASOS collection, who would it be and why?
I really respect what Alexandre Mattiussi is doing with his brand AMI. I feel high-end prices are getting out of control, so I love that his mission is to create high-end quality clothing but with an affordable price tag. Everything that Virgil Abloh works on is exciting and new. His first LV show didn’t disappoint and even his Ikea collab shows his sense of humour, which I appreciate.
Your background is in footwear design – what were the last pair of shoes you bought?
I still need to get my hands on a pair of Nike React Element 87s in white. Controversially, I’m not really a sneaker fan, but I love everything about these. The last pair of shoes I bought were a pair of Gucci loafers. They were a replacement pair as my first ones perished when my shoe-repair shop burnt down. True story!
This is your first time in Sydney – what's on your to-do list?
I’m looking forward to doing some morning runs along the coast, it always helps me get my bearings. Most of all, I’m looking forward to seeing what Sydney has to offer when it comes to fashion and food, and experience all the different neighbourhoods. We try to make sure we’re offering the right product for the Aussie market so it will be great to see it for myself and gain a better understanding of our customers out here.
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