It's been a season since Sharon Wauchob took over the design helm of Ali Hewson's Edun collection, but she's in no rush to change the eco-friendly, easy-to-wear line into something more complicated—especially where the guys are concerned. "This collection is about reality," she said at the gallery installation-cum-rock-show the brand staged at the tail end of Milan fashion week. "I always felt in menswear that first and foremost; it's important to show that."
Wauchob spoke of ensuring that the pieces had a hand-finished quality. So denim shirts were stained with inky dye, while large-gauge sweaters were hand-knit and cabled only in parts. Her silhouettes are neither loose nor especially tight (though they do venture occasionally into drop-crotch territory), and the line remains denim-centric. It looked properly rockish on the Heartbreaks, a young English band hired to play at the show (they also star in a Dazed & Confused-backed editorial styled by the magazine's men's fashion editor, Robbie Spencer). At the same time, you could see how the collection's nonchalance would make it adaptable for the wardrobes of a wide variety of guys. That's Hewson's motto. "It's anyone who feels the clothes speak to them," she said of the Edun man.