House of Holland launches menswear

House of Holland has announced plans to launch its first ever menswear collection, having previously concentrated on delivering lines for womenswear in clothing and accessories.

In a statement designer Henry Holland said: “To launch the menswear collection on schedule and in-store simultaneously with menswear I feel like we have found a great solution to the ‘see now, want now, buy now’ culture we are increasingly working within. I’m excited to see the reaction.

“I think that while the menswear market is growing at such a fast pace, there is a gap for a young playful menswear brand within the House of Holland DNA.

I have created the collection with myself and my team in mind, pieces that we love and would want to wear – hopefully this will be the same for our customers. The HoH man is a strong confident person, fashion-focused, with a playful sense of humour.”

The collection will be unveiled during London Collections: Men on 14^th June to much excitement among fashion circles. Simultaneously, the designs will also be shown on shop floors around the world. Holland’s designs are reportedly influenced by youth subcultures, “Teds, casuals, buffalo kids, and ravers,” and will be immediately available for purchase. House of Holland will also collaborate with photographer Martin Parr to present the campaign, images from which can be bought from the LCM show venue during the show. Parr will continue his partnership with the brand, having already shot the S/S 2015 collection.

Henry Holland is another success of British fashion, having graduated from Lulu Kennedy’s Fashion East in 2008; the brand’s foray into menswear has been supported by BFC Fashion Trust and is eagerly anticipated. There will be no disruption to the current output of four annual collections within the womenswear line and Holland is keen to maintain a small team in the design processes for both male and female fashion.

Emma Pugh