Wonderland.

AGI & SAM × The Woolmark Company – “The Modern Husband”

AGI & SAM teamed up with The Woolmark Company and Dormeuil to make a short film questioning the idea of “The Modern Husband”.

AGI & SAM are always ones to do the unexpected. For their newest collaboration, they’ve worked with The Woolmark Company (aka the global authority on Merino wool), and fabric manufacturer Dormeuil to create a new short film, questioning the idea of a modern husband. He’s is covered head to toe in AGI & SAM – obviously this idea includes being impeccably well-dressed. Fresh off the back of their SS17 show, which went down a storm, the film not only showcases AGI & SAM’s sleek, sophisticated and modern designs: it also takes on the idea of questioning every norm we come across.

The main feature is AGI & SAM’s functional but elegant suits. Crafted from a Dormeuil Exel fabric, new Merino wool, the material is the fabric version of everything the designs stand for: innovative use of nature and science to create wearable art for the modern man. Sounds complicated, but AGI & SAM make it so easy. Subverting gender specific characteristics, the film showcases the modern man going about his daily routine: making the bed, sawing some wood and watering the plants. Breaking the mould is something AGI & SAM do on a daily basis, so it’s not surprising that this tongue-in-cheek film also does just that: this film proves that wearing AGI & SAM designs make even the most mundane of household tasks a beautiful experience.

Words
Annabel Lunnon
AGI & SAM X The Woolmark Company – “The Modern Husband”

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