The rise of Craig Green

"We always put ourselves under pressure," Craig Green confesses before his wide smile spreads across his Bethnal Green studio. As we're sat in a hushed corner, the light filled space is alive with activity, during the supposed festive break, in preparation for his third and final MAN performance. His name glows from the London Collections: Men schedule. In a whirlwind of promise, he has emerged as the crowned prince of the adventurous silhouette, transforming beautiful boys with wearable masterpieces and abstract theatre. The weight of expectation would weigh heavy on the shoulders of most design talents but Green, backed and spurred on by his closely knit team, shrugs the pressures of others off from his broad shoulders whilst floating ever higher powered by the pressure he places on himself.

"We try to change it up and push it each season, we don't want to stick to what we've done previously. We don't want to be just one thing. I think there's a fear in fashion to move away from what you're known for but it's good to feel uncomfortable and scared at times. As with most seasons, I'm scared about autumn/winter 14 but it's exciting," Green adds, eyes wide, full of focus and enthusiasm.

This fearlessness combined with his undeniable talent and hunger has propelled Craig Green forward and deservedly won him the hearts of the press and pockets of the world's finest buyers but it can be divisive. The pitchfork wielding tabloids were furious with an incensed Daily Mail dedicating a number of pages to their angst fuelled, confused rants whilst a perfume peddling waxwork mocked the designs live on Alan Carr. "I even received hate mail, directly to me, after the first MAN show. I was so depressed that I began to questions what I was doing. A week later people made me see that it's good to split opinion at times," he adds wisely. It is. Having bounced our way across the full spring/summer 14 spectrum, it could easily be described as a season of nice. Banality can be contagious but Green is one of the few designers offering something new, something exciting "For me, it's important for a show to be a show. It's really rare now that I look through catwalk photos and dream of being there. There are very few experiences like John Galliano's couture. any and every Comme show or the recent Rick Owens show. Gareth Pugh was the first ever show that I went to. I rushed from Central Saint Martins to make it and we were the last to get in, it was amazing, my heart was pounding. Shows should make you feel something special and that's what we strive for."

His tribe of faceless, psychedelic sculptures emphatically established Green as one of the capital's brightest stars but pushing continuously, excitement has closely circled Green from the moment his three dimensional, Russian folk robot inspired fantasies floated down the Central Saint Martins BA show catwalk. A collection that bubbled with creativity and craft, seeing him awarded a full MA scholarship. Weeks after presenting his award winning final MA collection, he confirmed his promise at the inaugural London Collections: Men. Offering another glimpse into his world of well crafted whimsy, the emerging talent, with his tonal crinkle washed calico, mohair and muslin cheesecloth creations, was the standout highlight at Fashion East's Installations.

"I'm drawn to making something out of nothing, or very little. You get the cheapest materials and use your skill to make it expensive." For Green, the real craft is in the textile transformation, in fabric alchemy, elevated do-it-yourself. "That first collection was made out of calico that we washed, tumble dried and put in a salt solution that softened it, before hand painting the edges. It was a cheap collection but that's an important idea not to lose sight off. Rather than buy silk and make something expensive, we're interested in using more attainable materials that can be improved, it's more of a challenge. The cost of producing in London already rises prices so we save where we can." Green thrives on challenges and constantly introduces them to his work, both out of need and his desire to push it that bit more.

"We do textiles in-house. All of the tie dye of spring/summer 14 was worked on here. 450 metres were dyed twice in metre by metre pieces. Twisted, poured, washed, left to dry for three days and then repeated. It was a nightmare process but this season, we're also working on a nightmare process - we love it really. Everything is hand painted, there's no digital or screen printing and they are heavily worked. We're back to handmade textiles and techniques but it's a different feeling.""

Creating and solving problems each fabric, silhouette and pattern at a time, Craig Green dances, delves and delights in duality. Opposites attract in his studio. His closely knit team of fantastical friends and crafty collaborators, don't just blur lines or introduce opposing forces but rather, majestically manifest creative collisions. Each garment is the playfight of light and dark, traditional and modern, familiar and fresh, reality and fantasy.

"The first collection played with seriousness, the spring/summer 14 was poppy and played with darkness and euphoria. We design by thinking about what we'd be excited to see in a show at that moment. This collection clashes utilitarian and ornateness. function and unfunctional, traditional and new. It's grounded in tradition because we were conscious of it not being seen as too faddy because there's a lot of that around. The challenge is always to do something that is not expected."

"Each season starts with the feeling that we'd like to portray, that always sounds a bit poncey but it's true. 'What do we want to see now after everything that's been?' That's always the driving force. We never stop talking, driving each other mad. I'm on the phone to Helen at midnight discussing every minute detail, discussion leads everywhere, from the studio to the pub, it's an ongoing process. This season has shifted and changed. Things get made, are scrapped and we start again. It's one of the most last minute collections but for the better. 

I never say my, it's always us and we. Perhaps I need the comfort of others but we do work so closely together. We're friends that like to make things. Different moments have brought us together, from old boyfriends to house parties to studying together. We all get on. They love doing what they do, they're not doing it for anything but the love, they are all crafty people and that's who I'm attracted to. It causes problems in it's own way because we push each other and can make things more difficult for ourselves but it's good. We just have a laugh," he adds before giving into a quiet giggle. Over the course of our hour long chat, Green didn't deviate from 'we' or 'us.' There might be one 'i' in Craig Green but the design talent is not one to downplay the role of and interplay between, the team of creatives that nestle under his umbrella.

Now, Craig Green could happily and skilfully turn his hand to any creative medium, so why, for now atleast, ground himself in London menswear? "It is one of the very few places that is open to suggestion and not scared of change.” Growing up in a quiet enclave of suburbia in North West London. surrounded by a loving family of craftsmen, Green's daydreams were filled with aspirations of being a sculptor or painter. "I initially went to Central Saint Martins because I wanted to be a portrait painter but whilst on the foundation course, I met friends who were studying fashion." Thankfully for us, the impressionable young talent followed suit and fell into fashion, textiles are now his canvas as he shapes a new modern menswear menswear between his hands. Beyond the fabulous fanfare of his MAN shows and as the applause fades, a Craig Green collection continues to captivate with delicious details long after the curtain falls. 'The beauty is in the details,' is an oft used phrase in menswear but when Green is concerned, beauty is omnipresent. With sweaters that artfully unravel, garments tie-dyed with a richness that forever teases the eye, a subtlety that envelops any considered viewer and a knowing of touch that excites the heart of all craft enthusiasts.

Craig Green spring/summer 14, my snapshots from the front row at MAN.

"Spring/Summer 14 was the first season that we've really sold.  Previously, we used to work on small scale production after the show, a rush of month from start to finish but this season, production has been in tandem with the design of the new collection. A bit of a strain but it's exciting to grow. We jumped from three to twelve stores this season. We're now in Dover Street Market New York and Tokyo, Other-Shop, 10 Corso Como in Milan and  IT in Hong Kong to name just a few."

Whisked into a whirlwind, the last eighteen months must have whizzed by Craig Green's eyes in one marvellous blur of surprise and success but as we wave goodbye to 2013 and with the industry at his feet, I ask what the plan is for 2014 and beyond.

"Every couple of months something good seems to happen. I started out just at the beginning of London Collections: Men and I've been lucky because I get to sell at the time of everyone else and there's a real platform and network of support through Fashion East and CFE. It's exciting to be a part of it. I'd love for it to grow to a point in which I can pay people properly, rely less on favours and to move out of my mum's house. That would all be lovely but I love it all. I get to work with my friends doing what I love and we have a great time. In that we're lucky," he adds with another grin. Enveloped by the craft and smiles of Craig Green, we are all lucky.

Treasured items... Will Hudson

Few items of dress are as necessary yet neglected than socks. Far too often they are an after thought that all too easily can become undervalued and mismatched before the odd hole, wear and tear forces them to hide in embarrassment inside their leather incarceration. The festive season is one of the few occasions in which socks are given a stage to perform. Wrapped up in all manner of finery and fanfare, watching cousins hang proudly above fireplaces and prominently positioned on the edges beds, socks are presented to hard-to-buy-for friends and they-have-everything-already family members. Just when they think they're about to receive the recognition that they truly deserve, they are met with indifference, scrunched up and used as a protective cotton shield around more valuable items. Dependable yet derided, I feel for socks at this time of year. Thankfully, there are a few people out there who cherish them and Will Hudson, founder and director of It's Nice That, sits amongst them with Paul Smith's iconic, spectrum showcasing stripes peaking between the creative camouflage of his everyday uniform. With an eye ever scanning for niceties it pauses over the festive go-to gift. Here, he tells us why... 

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Will Hudson and the striped splash of something unexpected

"For anyone that knows me, you're probably surprised to find me invited to contribute any thoughts about fashion. For anyone that doesn't know me I should explain – I wear the same jeans and grey T-shirt or white shirt most of the year (even when not at work). This isn't because I'm not interested in fashion but because I sit slightly outside the average percentile that most clothes are manufactured for. I'm 6'4 and 'heavy' (this isn't the place to reveal certain information) and find it difficult to find clothes I feel comfortable in, let alone I'd leave the house in.

As a result I have always opted to play it safe. The little luxury I do have though comes in the 'one size fits most' category and the smallest of things can make a difference. As a result, Paul Smith socks, with all their colour, bring a smile even when paired with the plainest ensemble." Will Hudson

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Trine Lindegaard AW13

Peering through Trine Lndegaard's ever dazzling prism of print, colour and texture, you could be forgiven for merely admiring her lighthearted and playful approach to menswear but you would be missing a hidden beauty. Beyond the embellishment, deeper than the innovative textile techniques and behind the beaming smiles, there's so much more to discover. There's a substantial seriousness, honesty and integrity past the fanfare. For me, that's the real beauty of her work. This weekend I delved past the showy surface by dropping by her East London home-turned-studio.

"I'm really inspired by working with different people and growing relationships," Lindegaard purrs as she quietly but excitedly introduces her autumn/winter 13 collection. "It's important that the relationships are beneficial for all parties involved, they need something out of it, more than simple commerce." In her spring/summer 13 collection, we were introduced to the first harvest from the carefully cultivated relationship with West African textile artisans and manufacturers. To this kaleidoscope of Kente which has been explored and developed even further, the passionate talent adds equally colourful and intricate textiles from the Ivory Coast and embellishment hand embroidered by prisoners here in the UK. It is a heady and heart warming mix. In some hands such a combination could jar but in Lindegaard's it's an intriguing and inspiring ménage à trois of craftsmanship. 

Entitled Happiness, the collection is firmly rooted in the embroidery of Fine Cell Work, a social enterprise that trains prisoners in paid, skilled, creative needlework undertaken in the long hours spent in their cells. Up until my last chat with the Danish born, Dalston based designer, I had no idea that  in prisons all across the UK, inmates are filling their hours embroidering highly-crafted cushions, bags, pictures and patchwork quilts. Lindegaard explains:

"They've been around for fifteen years or so, they do amazing cross stitching with prisoners. Wonderful work. Their lives are so basic and Fine Cell Work offer a distraction, a purpose and the opportunity to discover a more constructive and reflective side to themselves. As you'd expect all of the guys are young and tough but they hand embroider cushions and are in complete awe of their teaching aunties, the volunteers from the Embroiderers and Quilters Guild. It's so strange and surprising. I've visited a group at Wandsworth and it is such a rewarding experience going in to the prison and seeing their pride and excitement in what they're doing. It's refreshing and I'm pleased to be a part of it.

Right from the very beginning I wanted the inmates to be part of the process. I wanted it to be really free for them. The first workshop centred around happiness and I wanted it to come from their point of view, evolve out of their interests which are so mixed."

The work and interests of one inmate in particular, Ziga, a keen painter, helped inspire the collection. For someone confined to such a small cell, cut off from the outside world, his sketches were amazingly imaginative. Naive yet confident. Familiar yet surreal. Uplifting yet a little dark. "It was love at first sight," Lindegaard fondly recalls and she strokes an embroidered bleeding heart that now adorns one of her sweatshirts but was dreamed up by Ziga. Developing elements of this artwork, working closely with the talented Jessica Ball from Yours Sustainably for the first samples and integrating the embroidery work with the developed African textiles, autumn/winter 13 is a colourful concerto. Listen with your eyes below...

My own detail shots alongside... 
sketchbook shots from Trine and look book photography by Ivona Chrzastek.

"At the beginning of the season I wanted there to be an obvious link between the continuation of the work with Kente and the introduction of the embroidered pieces with Fine Cell Work but logistically that was quite difficult. In a way, I like that I don't have complete control. It's the same with the work that comes from Africa when I was working from London, sending images and notes which were sometimes lost in translation. For examples the colours at times differ wildly from what I had envisaged because of how my sketches have been printed out over there but it's fun! I'm going to Ghana next month though which will help push things forward. This initial work has remained quite traditional but having just had a little dialogue with them and researching it from here, I'm beginning to realise just how varied and detailed they can be. So we will really push it next season, I'm very excited."

Trine Lindegaard is always excited and with good reason. Always pushing and hungry to learn, season on season we are treated to a surprising evolution. Whilst savouring this collection, our excitement for the next enthralling stage is already beginning to grow.

LCF MA Showcase... Antonia Lloyd

"Fun and functional" is how Antonio Lloyd succinctly describes her MA graduate collection. Casting our ever eager eye across the ocean of creative talent that is LCF, we were quickly drawn to her confident display of sartorial trickery and for us, there's so much more that can be said about this accomplished collection. Having had the pleasure of chatting through her colourfully crafted rail days before the show at London Fashion Week in the capacity of my day job at i-D, I couldn't resist delving a little deeper here.

As artfully as a board slices through surf and as skilfully as trucks glide along a rail, her work balanced and blurred the world's of tailoring and contemporary sportswear. It was the epitome of smart-casual built around the emerging talent's love of surf culture.  "I learnt to surf when I was 11 and have grown up in the age of Kelly Slater. I read his autobiography and learnt about the surfers who influenced him. Through documentaries I learnt that although the art of surfing has been around for many years the real shift in to professional competition happened around this time. 'Bustin’ Down the Door' and 'Dogtown and Z-Boys' are reflective documentaries about the era." Looking to the true pioneers of skating and surfing from the 1970s, Lloyd glided through the crashing waves of Hawaii and zipped across the dry pools of Santa Monica with a soundtrack of T. Rex and Iggy and the Stooges blasting from her headphones. From the beach to the boardwalk, inspiration was everywhere. "The year before I started the Masters I visited Australia," explains LLoyd. "I found Sydney to be inspirational, my experience of the city was one that embraced an outdoor and active life style with a city career. I wanted to try and emulate this in a collection." 

Despite fondly looking back, Lloyd's collection managed to feel as fresh and as exciting one of the majestic mavericks taming a bomb wave. Building on her internship experience at Ozwald Boateng, J.W. Anderson, Tim Soar, E. Tautz and T.Lipop along with her time at LCF, the emerging design talent created hybrid garments that focused on design for function. "I always want to be able to explain why something is the way it is. I like to design for function as well as aesthetics so I need to know why a seam is finished a certain way over another. There are lots of rules in menswear, I believe these need to be understood before you can go on to design your own thing."

"Ultimately, I didn’t want to produce a collection that resembled costume; it was important that it not look gimmicky but instead have references to sportswear of the 1970’s. Skate and surf footage both amateur and professional, enabled me to establish the needs of an athlete whilst performing.  Functionality of the garments was most important and I approached much of the designing like that of product design, first identifying needs then designing to fore fill them." From ingenius paddle panelling that enabled 360 degree movement to shirting that mixed a duo of hardy denims, waterproof board shorts to backbacks full of jungle life thanks to a Stephanie Webb print, the garments floated in a sea of delicious details. None are superflous. These are details born from the dreams and demands of her muses.

Catwalk shots courtesy of LCF. All others by Stephanie Sian Smith.

"I was inspired by the attitude of guys like Jay Adams and Ian Cairns. What you have to remember is that all these guys were very young, mid teens early twenties, they truly were going against mainstream by trying to make a career out of their sports, that must of taken some serious self belief." Much like a talented graduate paddling out in to the waters of the unknown. Has any of that self belief rubbed off on Antonio Lloyd, I ask her as the interview draws to a close. "Next is hopefully a position within a fashion house where I can continue my exploration of and education in cutting, As I mentioned in our i-D interview, I admire the likes of Hardy Amies and E. Tautz for what they are doing with a traditional tailoring label on a high fashion platform. Also designers like Christopher Kane and Jonathan Saunders, with such successful womenswear collections, are seizing the opportunity for something similarly creative within their menswear lines is really exciting and to work for someone like that would be great. Eventually the dream destination is Paris. Hopefully with maturity and experience Lanvin isn’t too unrealistic." For now, Lloyd will continue to wax her board and hone her skills in wait of the next big wave.