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EDITOR PICKS

BRAND FOCUS: LYPH

January 19, 2019

It's time to reveal the first of two collections from LYPH, winner of 2018's ASOS Fashion Discovery competition, and the newest brand to hit the virtual shelves of ASOS. With design and functionality at its core, not to mention a unique take on pockets, LYPH is covering all bases in a premium range of tees, jackets, pants and shirts. Check out the four looks below for a taster of the first award-winning drop and a catch up with founder Frederick Edmonson...
A picture of a man wearing a white shirt and pants by LYPH. Available on ASOS.

A picture of a man wearing a white shirt and pants by LYPH. Available on ASOS.

Live Young, Play Hard might be LYPH's motto but you wouldn't want to play too hard in this crisp, all-white get-up. The shirt is part of a limited-edition collaboration with Korean brand Drink Beer, Save Water and comes complete with collab branding and oversized pockets. Side note: all the pockets throughout the collection are modular, meaning they can be removed or swapped with other pieces so you can create your own pocket-less or mix-and-match ‘fits. Let's be fair, who doesn’t like options?
A picture of a man wearing a blue and white striped jacket and navy flared trousers by LYPH. Available on ASOS.

A picture of a man wearing a blue and white striped jacket and navy flared trousers by LYPH. Available on ASOS.

LYPH’s outerwear plays by the same pocket-swapping rules as the shirts, but this blue and white windbreaker takes things a step further by making use of detachable sleeves — ideal for heading into the freezing-in-the-AM, sweating-by-the-PM months. Pants are available in stripped-back colorways and tailored fits ready to be worn with fresh kicks or smarter styles like the loafers above. Also, peep that slightly flared cut for a nod towards '70s styling. Consider the smart-casual dilemma solved for SS19.
A picture of a man wearing a half-zip hoodie and pinstripe trousers from LYPH. Available on ASOS.

A picture of a man wearing a half-zip hoodie and pinstripe trousers from LYPH. Available on ASOS.

If you’re looking for a layering piece, this oversized half-zip hoodie has you covered. With techy contrast panels channeling the utility vibe, there’s room for displaced, oversized branding and playful slogan inserts that add a flash of color to an otherwise tonal look. Match up with pinstripe pants and you've got an outfit that's 50% street and 50% sharp. The best of both worlds.
A picture of a man wearing a blue shirt with pinstripe pants from LYPH. Available on ASOS.

A picture of a man wearing a blue shirt with pinstripe pants from LYPH. Available on ASOS.

Pictures: ASOS

Another classic shirt style gets a rework but this time with overhanging tipped taping and that all-important interchangeable pocket. You could even use the one from the collab shirt we've mentioned before. Down below, it looks like belts are officially out, going by that colorful drawstring waist, which, FYI, is officially our new post-vacay uniform. For a sure-fire, fresh 'fit, make like our model and add a white tee and sock combo to match the accents in the pants.

We caught up with Frederick, owner of LYPH, to talk, well, LYPH and the brand's next steps...

 

What motivated you to start your own clothing brand?

Starting my own brand was something I always wanted to do. Fashion is my life but I knew I had to take my time to hone my skills. Fashion is 50% creative and 50% business, so you have to understand the business side before you can develop your brand. After 10 years in the industry, I knew it was time to do something for myself.

 

What's next for LYPH?

We're heading to Paris and Milan to show our FW19 collection. The aim is to turn LYPH into a global icon — we already sell in five different countries but we want to push harder to get LYPH into the best stores all over the world.

 

What did winning Fashion Discovery mean to you?

It has been a game changer. The funding that came with the win helped us build a bigger and more commercial range while being able to reach out to more investors. We've grown our team and now have a back office and a distribution space set up. It's pushed LYPH to think bigger and step up to the big fish in the industry. Basically, it's changed my life and the company for the better.

 

What advice do you have for anyone who wants to launch their own clothing brand?

Always put in 110%, believe in yourself and never doubt what you do. And remember: it's not where you take things from, it's where you take them to.

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