THE SO HOMME IDEOLOGY.

THE MAN WHO WEARS ‘SO HOMME’ KNOWS WHAT HE LIKES, BECAUSE HE KNOWS WHAT HE WANTS FROM LIFE. HE HAS A MIND OF HIS OWN, A DIRECTION AND PURPOSE. HE WALKS IN A COMPLEX AND HURRIED WORLD, YET FINDS STILLNESS AND CLARITY. MILK NO SUGAR. HE ISN’T OVER COMPLICATED, HE JUST PREFERS THE SIMPLE THINGS DONE WELL.

“REFORMED 14’ ISN’T JUST ABOUT THE CLOTHING, ITS ABOUT A MANS REFORMATION IN HIS LIFESTYLE, WE OFFER A CLEANSING OF ONES PLAETTE, A MINIMULISTIC APPROACH TOWARDS THE DE-CLUTTER OF DAY-TO-DAY LIFE WHICH INTURN HELPS THE ‘SO HOMME’ MAN TO MAKE INFORMED DECISIONS”

THE METHODS.

EXTENSIVE 1ST AND 2ND HAND RESEARCH. 1ST AND 2ND HAND PHOTOGRAPHY. WATCHING VIDEOS FOR INSPIRATION. LISTENING TO MUSIC SEEKING THE FEEL FOR THE COLLECTION. A TRIP TO PARIS. DIRECTON FOR TREND/SEASON/MOOD/SILHOUETTE/COLOUR/FABRICS. FABRIC SHOPPING TRIPS. LOOKING FOR THE TARGET MARKET, FINDING TARGET MARKET, UNDERSTANDING DESIGNER MARKET LEVELS. WINDOW SHOPPING AND APPRECIATION OF EXISTING DESIGNS. DESIGN IDEAS. SKETCHES. CAD PRINT DEVELOPMENT WITH PHOTOSHOP. TOILING. DESIGN DEVELOPMENT. ANNOTATION. CONVERSATIONS WITH TECHNICIANS/TUTORS/PEERS/FASHION DRIVEN PEOPLE INTERN HEPLING TO REFINE CONCEPT/MARKET/COMPETITORS.

THE APPROACH.

THE INITIAL GENISIS OF THE COLLECTION (REFORMED) HAD A VERY DIFFERENT DIRECTION IN IT’S INFANCY, INSPIRED BY URBAN CULTURE, SPORTSWEAR AND SOFT TAILORING.

THE VISION WAS TO CREATE A VIBRANT CONTEMPORARY MENSWEAR SPORTSWEAR MEETS SMART/CASUAL RANGE THAT HAD TAKEN ELEMENTS FROM THE DESIGNERS MIXED HERITAGE AWOKEN BY THE RISE IN URBAN WEAR WITHIN THE UK, WHICH IS HEAVLIY INFLUENCED BY THE SERGE OF A NEW WAVE IN USA HIP HOP ARTISTS’ GAVE DESIGNER S.SOMERVILLE THE PROVOCATION TO WANT TO DELIVER SUCH A LINE.

IT WAS AFTER HIS VISIT TO PARIS DURING EXTENSIVE RESEARCH THAT HE FOUND THE CONCEPT MOVING FORWARD, IT WAS THE TERM ‘STREETWEAR’ AND THE IDEOLOGY OF SELLING A LIFESTYLE THAT CHANGED THE DIRECTION OF THE COLLECTIION//

REFORMED:

PAST PARTICIPLE, PAST TENSE OF RE•FORM

(VERB)

1. MAKE CHANGES IN (SOMETHING, TYPICALLY A SOCIAL, POLITICAL, OR ECONOMIC INSTITUTION OR PRACTICE) IN ORDER TO IMPROVE IT.

PROJECT DETAIL.

THE ‘SO HOMME’ LABEL ARE OFFERING A REFRESHING LINE OF MENSWEAR, WHERE FUNCTIONALITY OF THE GARMENTS ARE KEY WHILST ALSO EXPRESSING THEIR CREATIVITY IN THE ADAPTATION OF CLASSIC APPAREL. REFORMED LOOKS TO SHOW HOW PROGRESSIVE MENSWEAR CAN BE, WHILST STAYING MASCULINE. THE COLLECTIONS TAKES INSPIRATION FROM NATURAL SHADOWS, WATER REFLECTIONS, DIGITALISATION AND RETRO LOOKS WHICH INFORM SILHOUETTE, FABRIC CHOICE AND KEY DETAILS, THESE ARE THEMES THAT WILL BE RUNNING THROUGHOUT THE COLLECTION.

THE MARKET/PEOPLE AND PARTNERS.

REFORMED 14’ IS ‘SO HOMMES’ FIRST COLLECTION SO THEY KNOW THE IMPORTANCE OF STRONG MARKETING TECHNIQUES, GUERILLA TACTICS AND CONCEPTUAL PACKAGING WILL BE EMPLOYED. TALKS OF A FLASH MOB OF MALE MODELS IN A HIGH END SHOPPING PRECINCT IS SOMETHING TO LOOK OUT FOR WHERE ONE COULD TO RECEIVE AN INVITATION TO A ‘SO HOMME’ EXHIBITION/SHOW. INVITATIONS ARE PACKAGED INNOVATIVELY, AN EXAMPLE WOULD BE THE JAPENESE PUZZLE BOX, WHICH CAN ONLY BE OPENED WITHIN 21 CHRONOLOGICAL MOVES, SIMPLICITIC YET INTRICATE.ALTHOUGH THE LAUNCH DATE OF ‘SO HOMME’ IS YET TO BE CONFIRMED THE SHOOT IS EXPECTED TO COMMENCE AROUND THE BEGINNING OF MAY 2013 WITH STORM AND BOSS MODEL JACOB CROSBY LOOKING TO CAMPAIGN REFORM, WITH PHOTOGRAPHY AND FILM BY EMMA PARRY (STRAIGHT UP).SO HOMME HAVE RECENTLY HAD INTEREST FROM INVESTORS, AND ARE CURRENTLY IN NEGOTIATIONS. THIS WOULD MEAN THEY COULD DELIVER A BETTER QAULITY PRODUCT WITH HIGHER END FABRICS AND TRIMMINGS AS THEY NEED TO BE COMPETING WITH DESIGNER LEVEL PRODUCTS SUCH AS ACNE/MAN/MARGRET HOWELL.ALL PRINTED ART WORK TO BE SUPPLIED FROM PDF (PRINT DESIGN FACTORY) THE LABELS SPONSOR.‘SO HOMME’ BRANDING DESIGNED BY CHARLIE CROSBY, SO HOMMES’ COLLABORATIVE GRAPHIC DESIGNER.

W W W . S O - H O M M E . C O M