Men’s fashion designers are always the busiest during the month of January. Most of them are busy finishing up their collections for the London Fashion Week Men’s, which was established in 2012 and now happens twice a year, a month ahead of the main Fashion Weeks.
“It’s a very long process,” Craig Green said. “Because the shows are six months apart, we start planning a month after the last show.”
During this year’s London Fashion Week, Green caught more attention than half the catwalk show. Green is a 31-year-old who has been named the British menswear designer for the past two years in a row, and he showed off his newest collection on the last day of London Fashion Week Men’s.
“But it’s continuously changing, we order fabrics, we get things back that we think are going to be great, and then we see them, we’re cutting them up, changing them, developing them in the studio. It’s a five-month process, and we work long hours!”
The hard work paid off, judging by how everyone reacted to the new collection. GQ Style’s Editor Luke Day recently said, “it’s the quiet confidence of his work that defines him as the most exciting new menswear designer of our time.”
Green opened his label back in 2012, and his success has made his popularity grow at a fast rate. His creations have been worn by high names like Rihanna, Jay-z and Drake.
“We were asked to create something custom for the opening look of Rihanna’s tour,” Green said. “But someone like Jay-Z, he just bought that T-shirt, so we didn’t know about that until we saw it. Sometimes they just go into a store and buy it.”
“I remember after the first collection, I was walking past Liberty’s and I saw someone wearing one of our knitted hats, and I didn’t know them, they weren’t a friend or fashion journalist, and I remember how weird it was. And to realize that that person made a conscious choice to go into a shop and buy it, that’s very strange in the beginning, but also exciting.”
Green is a man who pays great attention to detail, and lately it seems like it’s taking him pretty far.