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House of Fraser launches Label Lab Menswear
Mar '11
House of Fraser has announced the launch of Label Lab Menswear, a new and exclusive menswear range.

With a sense of faded grandeur, Label Lab is heavily inspired by the offbeat style of London's East End. Integral to the brand is a commitment to design and individuality, aiming to appeal to musicians, artists and free thinkers alike.

The urban casualwear men's clothing collection features lived-in leather shirts, biker jackets and work-wear inspired denim. Ticking striped shirts in heavy woven cotton, distressed raw-edged jersey, and the obligatory printed t-shirt form essential style must-haves which give the new label its individual DNA.

A monochrome palette of bone white and washed-out vintage shades of black are punctuated by off-colour hues that give the collection its authentic, worn-in feel. Oil stained earthy shades, faded blood red and chalky sun-bleached blues work well in a variety of deconstructed shapes and cuts.

Drop-crotch khaki denim trousers look great worn with cherished vintage high-tops, while crumpled leather shirts add textural depth to the collection. Interest is added through print in the form of 'Op' art graphics and surrealist Victorian style prints across a wide range of men's t-shirts.

The marketing campaign is being fronted by Tall Ships; an emerging Brighton based 3-piece band who will feature within the brand's print and digital media content. Having already played with The Futureheads and hotly tipped by BBC Radio 1 and NME Magazine, Tall Ships encapsulate Label Lab's attitude, echoing the attributes of the collection making them the perfect front men.

Sure to be a hit amongst the Hackney faithful and their creative neighbours further afield,

Label Lab sets a new precedent for individual style in men's fashion.

Label Lab will join the House of Fraser menswear collection alongside brands such as Barbour, Aquascutum, Desigual and Superdry.

House of Fraser

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