15 Dec 2022
AUSTRALIA 2022, Riding the high of the brands debut ready-to-wear collection launch in August this year, leading art and design-led performance surfboard brand, Haydenshapes, continues to lend a unique surf lens to contemporary men’s RTW with the launch of their second collection.
Inspired by the collision of surfing’s anti-progression purist ideals with new subcultures led by the emergence of technologies like wave parks, ‘Post Surf / New Wave’ broaches the concept with gest and irony.
“As a brand, Haydenshapes has always sat somewhere between being purists and being progressive. The two sides can be like oil and water. Our season two RTW collection takes artistic cues from the chemical rainbow or ‘thin-film interference’ that’s created when oil and water collide. The iridescent region that sits on the water’s surface continues to evolve and change colour depending on which angle you look at it.”- Hayden Cox, Haydenshapes Founder.
True to the Haydenshapes core sure manufacturing DNA, the collection maintains a strong sense of contemporary utility. With a focus on tailoring, versatile swim pieces with innovative fabric stories, the collection delivers classic basics and signature silhouettes, with directional art integration. Within the collection, the ironic ‘NEW WAVE’ ideology and aesthetic developed with graphics evocative of new wave bands, marrying all subcultures in a defined visual. The palette that runs through the collection is reflective of iridescent colour mashing, and artificial greens sitting on the surface of deep blues and black. These arresting colour scapes are contrasted with wearable neutrals to create a diverse collection that still presents unity.
Expanding on Cox’s creative vision, a lead fabric story in the collection is a collaboration created in global partnership with The Woolmark Company. Comprising 12 Woolmark certified pieces made from 100% Australian merino wool, each feature interchangeable velcro art graphic application to ensure the pieces can be updated and worn for season after season. The choice of historic ‘Hainsworth’ wool, known for use in British Military uniforms, was favoured for its structure when paired with Haydenshapes' contemporary silhouettes.
“The integration of Merino wool as a leading fabric story within our season two collection was to play on my nostalgic connection to staple wool pieces that I’ve had throughout my lifetime - some that have been passed down through generations. We’ve blended relaxed tailoring with contemporary shape to create versatile pieces that you can wear for longer - forever hopefully. ”- Hayden Cox.
Known for its sustainability attributes as a natural fibre free of microplastics, the innovative application of Merino Wool within the collection reflects Cox’s unique exploration of materiality and design ethos - consciously crafted, considered, pieces unbound by seasons or trends.