New D2C men's label Hand and Jones debuts
A new men’s lifestyle fashion brand was unveiled on Tuesday after a year of research, design and sampling with the arrival of Hand and Jones.
It may seem like the worst time ever to launch a new label but a number of premium niche brands have reported good sales this year and with life set to return to normal at some point in 2021, perhaps the timing is quite good after all.
The label is being launched by Graham Hand and his partner (a trained architect and the Jones part of the name but who wants to keep a low-profile). The company said the new brand is based on Hand’s more-than-30 years’ experience in the more technical side of the fashion industry. It specialises in premium basics for men inspired by London, but especially Rye in East Sussex, the two locations in which Hand and his partner live with their rescue dogs and cats.
The aim is to supply “discerning men with premium basics in a colour palette inspired by the remote and evocative marshlands and seascapes that surround the beautiful and historic town of Rye”.
That means men’s knitwear, accessories and T-shirts, with underwear following in the New Year.
The founders also said they wanted to create a range of products that they were “increasingly unable to find in the existing men’s market – ageless, stylish and enduring wardrobe staples for a cross-section of men and all ages, shapes and sizes”.
The non-seasonal range will respond and evolve organically over time.
Graham Hand said production is built on his “long-standing relationships with respected producers who can make in genuine limited quantities using natural fibres that are durable, breathable and fully biodegradable, with as low an environmental impact as possible”.
Yarns come from sustainable sources and the whole ethical impact of the supply chain is traceable.
The debut collection includes seven styles of knitwear, including a honeycomb raglan cashmere sweater and a cashmere/virgin wool mix top in a palette of natural colours.
The label has also collaborated with East Sussex artist and illustrator Nicola Rowsell to feature her lion and leopard illustrations on two styles in 100% 12-gauge intarsia cashmere sweaters.
The label will continue to “form creative collaborations and develop further products that support and showcase the depth of skill and creativity of the artisans, producers and craftspeople that live around them in East Sussex”.
Pieces start at £50 for T-Shirts rising to £330 for cashmere knits.
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