Sefton's Kyle modelling the boutique's exclusive collaborative t-shirt with William Richard Green
A self-proclaimed anti-conceptualist, rising menswear designer William Richard Green
’s pieces are fast gaining recognition for their playful but masculine quality (something which he puts down to his ‘unregimented outdoorsy upbringing’) - so they were always going to be the perfect fit for 21st century gentleman’s boutique Sefton
Sefton in London's Islington
Opened in 1999, the shop was the outcome of owner Ben Elsdale’s vision of bringing a friendly and personalised local store that showcased interesting British and international designer to London’s chic Islington district.
Rising menswear designer William Richard Green
And Worcestershire-born Green is the latest of these interesting British designers to catch Elsdale and his team’s eye – last week they celebrated the launch of his newest collection with an in-store event that saw the big reveal of their new installation and window display which Green has helped put together, commissioned specially to tie in with the occasion.
More importantly to style junkies perhaps, is the news that they’ve also collaborated with the young designer on an exclusive printed t-shirt, available only from Sefton and farfetch.com
Preparations for the special window display in Sefton
Sefton have already dipped a toe in the design waters with their own in-house label, but working alongside a creative with his own vision has proved to be equally fruitful, ‘It’s been great for all of us’ says buyer Chris Fisher, ‘working with Will on the collaboration and the event, and of course, the product is really nice, so it’s been very productive for all parties concerned.’
The WRG X Sefton exclusive t-shirt on farfetch.com
The team at Sefton first spotted Green (who also moonlights as one half of dance and techno DJ duo Joe and Ask) at London Fashion Week, but even before launching his eponymous line the Central Saint Martin’s graduate had cut his teeth with Henry Poole on Savile Row and worked with classic furrier Hockley. ‘And his clothes are entirely sourced and crafted in England’ points out Sefton’s Charlie Waddington, ‘which is something of a rarity to say the least’.
Sefton local hero Jacob wearing William Richard Green in the store's A/W 12 look-book
‘The gloominess of vintage science-fiction, the idea of the “lad” and a well-travelled mind’ are the primary examples Green comes up with when asked about his primary source of inspiration, and the exclusive Sefton t-shirts are an addition to his A/W 12 line, which was influenced when Green started looking at the football hooligan scene (and it’s connotations with rave culture) of the late Eighties/early Nineties, ‘It has quite a utilitarian aesthetic, like a uniform with simple shapes and purely functional detailing. The collection is robust and masculine but with playful side to I think.’
The invite to the in-store event celebrating the collaboration