After being hand-picked to be part of the Boden Future British programme by the British Fashion Council, Daniel w. Fletcher celebrates with his most diverse collection to date. Again seeking, and succeeding in making a political statement, albeit a more stripped back one than what we’ve seen in previous collections, “OUT” was the focal word, branded onto caps and reminiscent of his “STAY” collection for SS17 amidst the Brexit referendum.
Of the cap, Daniel said: “This cap is something I designed pre-election with the Tories in mind and where I would like them to go. It now takes on an even more poignant message as the Conservatives have formed a government with the DUP; a regressive, homophobic and misogynistic party who have been known to brand LGBT people as “disgusting” and an ‘abomination’. So for me this cap means OUT and proud, but I will leave you to make up your
own mind on what it means to you.”
Category is: P.E
The presentation had models standing and reclining on blue crash mats, offering a throwback to typically-British dreaded primary school P.E lessons where you’d me made to climb on those huge (kinda terrifying) gymnastic contraptions. The backdrop sat perfectly with the typically sporty collection, where branded vests, panelled shorts and skin-tight wrestling suits all were given the Daniel w. Fletcher treatment. A shoe collaboration with Onitsuka Tiger further added to the overall sport-wear undercurrent, with trainers that featured the D w. F logo appearing throughout.
Undeniably, Fletcher’s SS18 offering is his most diverse to date (a potential political nod towards the imperative need for diversity within our society?) While there’s a nautical/rowing team theme manifesting in blue striped two-pieces and the aforementioned wrestler suits, shorts and vests as well as sailor-vibe neckties, there is also bursts of colour with the vibrant yellow coat and bag look featuring the large pockets which has become commonplace in D w. F’s designs, the dreamiest maroon red coat with leather panel pocket detailing and a standalone pink sweater and trouser piece.
“For SS18, I examine what it means to be young and British in 2017.” Fletcher explains of his thought process on the collection. “I thought a lot about what I want my brand to say; who my customer is and what they would like to see in their wardrobe. The collection is now stocked in 14 stores which has given me a clearer understanding of what it is that I want to produce and stand for. DANIEL w. FLETCHER is about a considered approach to dressing. This season’s pieces are stripped back and traditional menswear is made to feel contemporary.”