1 + 1 = 2, is normal isn't it? But when 1 + 1 = 3 or more, this is what we call synergy. Something beyond what a typical energy could give. And I think that is what Asos is trying to do when they did the collabo with big players in the British fashion/art/merchandise for their Best of British collection - to create synergy in their menswear department. Just looking at the names of the designers and labels involved, I can't help but went whoa! myself coz they're not the names that you can be kidding with - they have been in the market and help shape up the art of producing quality goods in the British Isle.
What I found interesting is how the mix between two different worlds could create something very wearable and functional. Unlike some other collaborations that I've seen before - they kinda make some pieces appear weird, if not unwearable. But not at Asos. For instance; Bill Amberg + Southsea Deckchairs - a great fusion between bagmaker and fabric user to create great iconic Tug bag using the chair's fabric. Or Tim Soar + Corgi - the minimalist, avant garde designer works with socks brand to make a gorgeous mesh jumper which is a very big trend this season. Does it look anything like socks? Noooo. Or Doc Marten + Ally Capellino. Who could ever thought a bagmaker and a shoesmith could work together? But if you think back, both are cojoined with the fact that they're all use 'leather' in their craftmanship. Isn't it brilliant?
My fav picks? The mesh sweater by Soar+Corgi, the boots at Ally+Doc Marten and the Tug bag by Bill Amberg+Southsea Deckchairs. They're all are one of a kind pieces. Oh, fyi... the collection is available exclusively at Asos.com.
[pix from asos]
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