GOLDEN BOYS

SPRING/SUMMER 20

GOLDEN BOYS

THE HANNAH ENNIS SPRING SUMMER 2020 COLLECTION ‘GOLDEN BOYS’ IS THE LAUNCH FOR A SOCIALLY AND ENVIRONMENTALLY SUSTAINABLE MENSWEAR BRAND THAT POSITIONS ITSELF IN THE HIGH END MENSWEAR MARKET BY OFFERING INTRICATE CRAFTSMANSHIP IN SHAPES AND MATERIALS.

WITH HER IRISH/GERMAN HERITAGE AND UPBRINGING SHE MOVED TO LONDON TO GET AN EDUCATION AND EXPERIENCE FOR CONTEMPORARY MENSWEAR AND SEEKS TO PUSH THE BOUNDARIES ON TRADITIONAL SHAPES AND MATERIALS. 

‘GOLDEN BOYS’ EXPLORES HANNAH ENNIS’ DUBLIN HERITAGE AND LOOKS INTO THE CULTURAL SETTING FOR MENSWEAR IN IRELAND TODAY. AIMED AT A YOUNG CUSTOMER BUT KEEPING THE APPEAL OF THE BRAND BROAD, THE COLLECTION IS INSPIRED BY THE COMMON TRAIT OF SPORTSWEAR AND KNITWEAR ON THE STREETS OF DUBLIN.

INSPIRED BY THE GREAT SUCCESS OF IRISH DESIGNERS IN THE 1950S HANNAH ENNIS SEEKS TO APPLY SOME OF THE IRISH DESIGN STAPLES THAT WERE ESTABLISHED THEN INTO A MODERN MENSWEAR CONTEXT. FOCUSSING ON DUBLIN STREET STYLE AND PUTTING AN EXTRAVAGANT TWIST TO IT. ADDRESSING THE DIFFERENCES BETWEEN NORTH-SIDE AND SOUTH-SIDE DUBLIN AND EXPLORING THE IMPORTANCE OF SPORTS WEAR AND THE CONTEXT AROUND IT IN HOW IRISH MEN TEND TO DRESS TODAY. HISTORICALLY THE COLLECTION ALSO DRAWS ON IRELAND’S CELTIC HERITAGE AND APPLIES THE PRINCIPLES OF DECORATIVE CELTIC GOLD AND ITS SHAPES.

BY APPLYING INTRICATE TEXTILE TECHNIQUES TO SPORTSWEAR MATERIALS THEY ARE LIFTED OUT OF THEIR KNOWN CONTEXT AND CHANGED TO CONVEY A NEW MESSAGE AND GIVING THE OPPORTUNITY TO MEN WHO FEEL ALIENATED BY SPORTS CULTURE TO WEAR THEM AND EXPRESS ANOTHER EMOTION WITH THEM. 

THE NEW SHAPES PUT THE WHOLE IRISH SPORTS CULTURE INTO A NEW LIGHT AND HOPE TO DRAW REFLECTIONS ON TO. THE TITLE OF THE COLLECTION ‘GOLDEN BOYS’ REFLECTS THE SENTIMENT OF THE UNTOUCHABILITY OF IRISH SPORTSMEN AND THE CRITICAL CULTURAL SURROUNDING CREATED. THE NEW SHAPES ARE INCLUSIVE TO THOSE WHO FIND GLORY IN SPORTS AS WELL AS THOSE WHO FEEL EXCLUDED BY IT, SETTING A SOFTER CONTEXT AROUND THE MATERIALS AND CULTURE.

THE COLLECTION WILL ADDRESS SUSTAINABILITY BY FOCUSSING ON LOCAL PRODUCTION IN IRELAND AND THE UK AND BY INTEGRATING SECOND HAND MATERIALS AS WELL AS FOCUSSING ON LOCALLY PRODUCED MATERIALS. A LOT OF POLLUTION, AIR-MILES AND WASTE IS PREVENTED AND THE CUSTOMER IS INFORMED AND MADE AWARE OF THE PRODUCTION OF THEIR CLOTHES. THE COLLECTION IS BUILT AROUND MATERIALS SOURCED IN IRELAND INCLUDING MAGEE OF DONEGAL AND EMBLEM WEAVERS IN WEXFORD. ADDITIONALLY OXFAM IRELAND HAVE PROVIDED SECOND HAND TEXTILES SUCH AS TIES AND SHIRTS. 

THE HISTORY OF THESE GARMENTS ADD TO THE STORYTELLING OF THE BRAND. MOST EVIDENT IN THE UP-CYCLED SHIRT MADE OF 9 OLD SHIRTS AND THE TIES BONDED TO YELLOW NYLON FEATURED IN TWO OUTERWEAR PIECES. COMPILING A COLLECTION OF TIES AND ALL THEIR STORIES WITH THEM, INCLUDING TIES FROM VARIOUS DIFFERENT MAKERS AND PLACES, CAN TRULY GIVE AN INSIGHT INTO THE FORMER OWNERS LIFE AND ALL THE EMOTIONAL CONNECTIONS THEY HAD WITH THESE TIES. TRAVEL EXPERIENCES, FAMILY EVENTS AND PHOTOGRAPHS, GIFTS, PROMOTIONS, CAREER EXPERIENCES, SPILLED TEA OR GOURMET MEALS, THE LIFETIME OF A TIE IS IMPORTANT TO EVERY WEARER, SO THE JACKET TELLS A VARIETY OF STORIES ON ITS OWN.

SUSTAINABILITY IS ALSO INCLUDED IN THE BRANDS MARKET POSITION OF FOCUSSING ON A DIRECT TO CUSTOMER STRATEGY THAT PROFITS FROM RICH BRAND STORY TELLING AND SEEKS TO STRENGTHEN THE EMOTIONAL CONNECTION BETWEEN THE WEARER AND THE CLOTHES, CREATING A SENSE OF WANTING AND CHERISHING FOR THE CLOTHES. THE EMOTIONAL CONNECTIONS AND CULTURAL ASPECT WILL BE PARTICULARLY APPEALING TO THE IRISH MENSWEAR CUSTOMER BUT WILL ALSO ATTRACT THE INTERNATIONAL CONSUMER WHO IS DRAWN IN BY THE STORIES AND SENTIMENTS OF IRELAND AND WANTS TO (RE)CONNECT TO THEM TOO. 


PHOTOGRAPHY - ANTHEA SPIVEY

ART DIRECTION - TIGRIS LI

STYLING - HANNAH ENNIS

HAIR & MAKE-UP - AISLING QUINN

MODELS - CHARLIE L, DAIRE & DION

AT NOT ANOTHER AGENCY

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