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Introducing Hymn AW15

A strong advocation towards the home-grown design talent in Britain right now, JOY’s in-house menswear label, HYMN brings a style uniform of timeless yet interesting aesthetics to the table, with an attitude-infused tagline that packs just as much of a punch: Our Daily Bread.

Launching with the aim of supplying pieces to suit every aspect of the modern gentleman’s daily lifestyle, the artistic nature of the London-based team pulls through in bursts of signature twists. A game of spot the detail takes place on everything from the hand drawn prints found to the inside of collars, to the brightly coloured locker loops reminiscent of mountaineering ropes. It’s this fresh vision and attention to the little things that really help the brand stand apart.

Autumn/Winter ‘15’s offerings take a steady departure from previous seasons’ edits; gone are the hazy-ocean Breton lines, the nautical nods and the deckchair brights that held strong for Spring Summer. In place, the mood of an autumnal transition seeps in with the greying of skies, green-to-red leaves and the chill of dark navy nights. Where previous collections have taken iconic men as inspiration – Swayze jacket anyone? This season’s curation pulls reference from the Welsh countryside, angular mountains - transformed playful - and some of the simply spectacular scenery that makes the great British outdoors so great.

You can expect to find an abundance of texture and layer-upon-layer of shade on staples like shirts, jackets, sweats, trousers and even mannish accessories. Spotlight forms on picks that relay traditional techniques with individual expression attached, like the wool-mix Chaplin pea coat and the heavy grey Saltney trousers. Of course, there are classic picks too, such as everyday check shirts, graphic tees and denim to live in. The key being that each item embodies HYMN’s up-to-the-minute approach, but with a firm back-up of tradition, quality and, most importantly, wardrobe appeal.

Intrigued? Find the label online at www.joythestore.com, at the brand’s BOXPARK venue in trendy Shoreditch, in-stores at Independent Stockists across the country. Contact info@hymnlondon for more information.


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