On an exceptionally warm evening in August last week, London's smart set gathered on the sweltering cobbles of Covent Garden's Floral Street to celebrate the opening of L'Estrange London's pop-up store. This most polished of leisurewear brands did not disappoint, hosting an intimate gathering in a creatively arranged space that complimented its collection perfectly.
L'Estrange co-founders Tom Horne and William Green were frustrated at the range of hoodies on the menswear market that failed to incorporate the core elements of quality craftsmanship and considered design, so set about creating their own: "The hoodie had long been a staple in our wardrobes, but we couldn't find any that provided the winning formula of comfort, practicality, fit and style" says Horne. From this, L'Estrange London was born.
At a mere five months old, the brand is already making waves on the British menswear scene and has a prestigious collaboration with iconic label Liberty's under its belt, who produced the trademark paisley print linings and pocket squares for the brand's designs.
Working from their studio in Earls Court, Horne and Green have taken the humble hoodie back to the drawing board, scrutinising every part of the garment and going the distance to source specialist manufacturers for each component in their designs. The pure-cotton jersey is hand loomed in Portugal, whilst the zips and cord ends are produced by Italian firm Raccagni, one of the most respected names in apparel hardware manufacture.
The traditionally scruffy fit of a hoodie was ousted in favour of a more formfitting shape that doesn't compromise on comfort; the shoulders are cut to form a neat silhouette and the hood is double layered to maintain its shape.
One of the most distinguished elements of a L'Estrange hoodie is the incorporation of features more traditionally associated with tailoring. Each hoodie sports a breast pocket complete with a natty pocket square, an internal welt pocket and a bold, punchy-patterned lining. It's this unorthodox marriage of casual and formal that really makes an L'Estrange hoodie a unique investment -- this is leisurewear at it's most refined.
If you fancy giving your sweats an erudite overhaul, make sure you head down to the L'Estrange pop-up store this week at 17 Floral Street, Covent Garden. Be quick -- they're only open until 11th August 2013. Alternatively, get yours online anytime at lestrangelondon.com.
The L'Estrange pop-up store is open from 2nd-11th August 2013, between 10am-7pm at 17 Floral Street, Covent Garden, London, WC2E 9DH.
Visit lestrangelondon.com for more information.
Read more http://www.fashionbeans.com/2013/lestrange-london-covent-garden-pop-up-store/