Online retailer Asos.com has just
announced their latest collaboration and it’s coming from an unlikely source –
their new pieces were designed by ‘House of Hackney’, a British-based company
who usually create interior design pieces. Inspired by the recent grunge trend
that has taken the catwalks by storm, the pieces are splashed with dark plaids,
checks, ripped denim and a mixture of other unique prints that the brand have
designed for the new capsule collection. Named ‘'Dalston
Tart', the 18-piece line soaks up a London inspired look. House of
Hackney founder Freida Gormley commented:
"As a
London-based label we're really passionate about our surroundings, I
particularly love the grungy Dalston girls, and the fashion students who live
in the area, who provide continuous inspiration. East London is still a really
exciting place to be, a melting pot of different cultures, people and music.
The gentrification of Hackney isn't the death of east London. Having lived here
for over 15 years it has been amazing to see how it has changed and evolved."
And on how she
was able to translate her usual interior vision to fashion, Gormley says she
began work with a basic colour palette and a selection of prints that she
wanted to work with and took it from there:
“When designing clothing we keep
the shapes and silhouettes contemporary. We want the clothing to feel modern
and clean. This particular collection is inspired by the grungy Dalston-girl
aesthetic, as well as evoking a more traditional British mood with the use of
tartan and rose print.”
She adds that the grunge inspired
look was natural to her because she has always been a fan:
"I've always
been a bit of a punk and we've wanted to work with tartan for some time now. I
really like the grunge-girl look - I'm always wearing House of Hackney boots
teamed with a dress."
