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August 21 2014

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Hood By Air Hits the UK

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Selfridges Host Hood By Air for London Collections: Men

Few brands command such a cult following as New York-based Hood By Air. Helmed by Shayne Oliver, the label has acquired such a cool crew of fans that the mighty retailer Selfridges cherry-picked it to be one of the twenty brands featured in the department store’s new men’s contemporary concept floor, which, opening this week, will offer plenty of street, skate, and attitude.

By way of celebration, then, last night the Selfridges parking garage was transformed into a skate-park-cum-nightclub, and on display were pieces from HBA’s Spring ’14 collection with an Anglo twist. The label partnered with British heritage knitwear brand Corgi to create some sumptuous one-offs. “I wanted to collaborate with a brand that was steeped in tradition,” explained Oliver. “The idea was to pull together a contrast between that and our rebellious nature. You know, that old craftsmanship and handmade stuff. That’s something that we lack a little bit in America, and I wanted to work with a brand that represented the opposite of fast fashion. It was a little tribute to our coming to the UK and to Selfridges.”

HBA's Spring '14 menswear presentation at Selfridges

A group of skaters, led by the model Jimmy Q, showed us their tricks and turns while guests such as Shenae Grimes, Brooke Candy, and Josh Beech cheered them on. To cap it off, #Been #Trill deejayed a set, including previews of Kanye West’s new album tracks. Speaking of music, Hood By Air is not only beloved by skaters and models but also by the music elite, including Rihanna, Drake, A$AP Rocky, and, of course, Kanye. So who’s Oliver’s next dream client? “I’d really like to see an opera singer or old-school rocker wear HBA. Someone like David Bowie— that would be the ultimate.”

Photos: Courtesy of Selfridges

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