• Text Clementine Zawadzki
  • Photography Harry Clark
  • 15th June 2015

Lads, lads, lads

All good things are worth waiting for, right? And good things come to those who wait? Well, with these tried and true sayings in mind, House of Holland’s debut menswear line was unveiled. You could expect the unexpected from Henry Holland, but his affiliation with everything outlandish, audacious and unruffled probably negates any element of surprise when you see clothing that is colourful, comfortable and fun. Quirkily, the industrial space above Selfridges Car Park was transformed into a gallery of wall-to-wall art in collaboration with photographer Martin Parr.

Since its inception in the era of T4 gold, when Agyness Deyn was Cara Delevingne, and it seemed everybody was emblazoned with Holland’s clever, slogan t-shirts and totes, the brand has continued to grow. The casual notoriety of Holland’s distinctive British culture is not only significant, but spills over. Bringing the North to Central London, Holland’s Mancunian roots were displayed through the sounds of The Stone Roses, and videos of models decked out in fuchsia and zebra prints on humble streets, and in out-of-town, remote cafés eating ice-cream sundaes. A static presentation with a difference, models sporting yellow tracksuits that read ‘Sausage, Chips, Butter’ stood outside an indoor take-away food van for patrons. Plates of bubble tea were walked around the space, as everyone gathered closely or looked from afar at luminaries – cue Alexa Chung, Pixie Geldof.

Course, the tagline ‘Lad, Legend, Lover’ found its way onto many of the pieces. A houndstooth sweater with a print of egg on toast, a leather bomber with red and orange zips, and bringing back the bucket hat, you either got lost in a swirl of muted 60s hues or you got amongst it. A fabric of youth subculture an ever-humorous source, Henry’s on track to success in the boy’s club.