HOUSE OF HACKNEY X ASOS
Online fashion retailer ASOS is proud to announce the latest instalment of its designer collaboration with cult East London label House of Hackney, launching in November 2013.
The interiors-led fashion brand prides itself on prints that are steeped in tradition, but its bold non-conformism and connection with the label’s Hackney surrounds ensure each collection says something modern.
“Dalston Tart”, the new 18-piece collection for ASOS, mixes House of Hackney’s signature London Rose print with the punk sensibility of tartan, keeping silhouettes youthful and minimalist.
Velvet fabrications in the deepest of claret feature across cropped dungarees, sweatshirts and midi-dresses, exemplifying the grungy Dalston-girl aesthetic of this winter collection. Tartan designs are enlarged and printed onto neoprene, a modern fabric alternative. Highlights of luxurious brushed wool in poppy red tartan evoke a more traditional British mood across longline biker jackets and extra-long scarves.
House of Hackney’s London Rose print is instantly recognisable, splashed across oversized, drop-waisted silk shirt dresses and luxe-jersey t-shirts, deliberately clashing with tartan print finishes on collars, hems and cuff.
House of Hackney x ASOS will be available exclusively at ASOS from the end of November 2013.
Frieda Gormley, House of Hackney founder, says: “As a London-based label we are really passionate about our surroundings and are always inspired by East London. The girls of Dalston in particular were a continuous inspiration behind all of the designs created and this felt really relevant for the ASOS girl also.”
Emma Fox, ASOS WW Buying Director, says: “It is great for ASOS to work with British label House of Hackney. Collaborating on this collection has been so much fun and it felt like such a natural fit for ASOS – House of Hackney’s handwriting is perfect for the ASOS girl.”
About House of Hackney
House of Hackney was founded in 2010 by husband-and-wife team Javvy M Royle and Frieda Gormley. Originally an interiors label, the founders’ quest was to ‘take the beige out of interiors’. After a decade of bland minimalism, the London brand captured the zeitgeist with its debut collection of prints and products. Cult US concept store Opening Ceremony soon came calling with an invitation to create a clothing collection in the brand’s signature prints, and the fashion division was born. In 2013, House of Hackney added menswear and accessories collections to its popular fashion collection. Its flagship store is in a spectacular 2000sq foot townhouse in Shoreditch, East London, where the brand’s iconic interiors, fashion and accessories products are, for the first time, housed under one roof.