Running from June 9-13, London Fashion Week Men’s served up a small selection of shows last weekend. The event unveiled iconic collaborations, showcasing the creative potential of independent design talent colliding with established household names.
Recipient of the Queen Elizabeth II award in 2022, Saul Nash teamed up with swimwear brand Soul Cap on goggles and swim caps, in addition to partnering with Oakley on Custom Half Jacket 2.0 sunglasses, Keen on Uneek shoes, and Ecco Leather on accessories.
Martine Rose, the newly-named guest creative director of Clarks, unveiled her first collaboration with the British shoe manufacturer, as well as new colorways of the Nike Shox MR4 sneakers.
Finally, Next In Fashion runner-up Daniel W. Fletcher revealed an expansive collection with Savil Row’s high-end fashion label and tailor Huntsman.
For our verdict on the aforementioned collabs, check out the below, and subscribe to the Collabs & Drops newsletter here to receive these updates straight to your inbox every Tuesday.
Saul Nash x Oakley
Saul Nash x Oakley designs hit the runway at London Fashion Week Men’s. Photo: Chris Yates/ Chris Yates Media
Date: Spring 2024
Product: Custom Half Jacket 2.0 sunglasses, Spring 2024
Social context: Saul Nash has 25,100 followers on Instagram, whereas Oakley has 2.6 million.
Verdict: As a mainstream fashion brand, Oakley is able to target niche audiences through collaborations, from connecting with skaters via Palace, to reaching the high-fashion crowd with this upcoming Spring 2024 Saul Nash release.
Both brands share a devotion to stylish activewear. The partnership offers exposure and design validity in new product category for Saul Nash, and allows Oakley to showcase its iconic Half Jacket in return.
Martine Rose x Nike
First collaborating back in 2018, Nike and Martine Rose have become long-term partners. Photo: Nike x Martine Rose
Date: Spring 2024
Product: Nike Shox MR4 sneakers
Social context: Martine Rose received 2,492 likes on the first post revealing its Spring 2024 collection, which is at the upper end of the brand’s engagement level; the account has 291,000 followers.
Verdict: Our newsletter is forever praising long-term footwear partnerships, and Martine Rose x Nike is a powerful case in point. The British designer has become synonymous with her unusual heeled Nike Shox MR4, so another release makes sense. Rose has also been named Clarks’ first guest creative director, which is likely to benefit sales of the latest Shox MR4.
Huntsman x Daniel Fletcher
Daniel W. Fletcher collaborated with Huntsman, the inspiration behind the Kingsman movie series, on bespoke suits. Photo: Daniel W. Fletcher
Date: Spring 2024
Product: Nine bespoke suits and 12 ready-to-wear styles
Social context: Daniel Fletcher has 395,000 followers on Instagram, and Huntsman has 97,000 followers on the app.
Verdict: The collection is a British marriage of fine craft, design, heritage, and culture.
The collaboration allows Huntsman to reach younger, fashion-forward clients who enjoy contemporary luxury. Meanwhile, it provides Daniel Fletcher with access to older luxury consumers around the world who are loyal to Huntsman.
