16.06.2015

Native Youth

No-nonsense British fashion that will make you feel mint

“You know: fish, chips, cup ‘o tea, bad food, worse weather, Mary f**king Poppins… LONDON.” – Avi, Snatch. 

One thing that Cousin Avi failed to mention in his tirade, something that should be as synonymous with London as Corgis and the Queen, is the quintessential Brit style.  

Brit style isn’t just about tradition and craftsmanship. It’s also about individuality. Something that they achieve by wearing outfits that have a thrown-on feel. Mixing prints, patterns and items that have an edge, the result is that they never look too polished.

Archetypal British style is eccentric, fun and edgy, and a brand that gets that right is Native Youth. While there’s nothing particularly new about the type of clothing Native Youth specialises in – versatile, wearable items that will quickly become your go-to gear – the British label, which is a relative newcomer to the scene, features a heritage-inspired line that fuses iconic Brit fashion with Japanese workwear styling.

The Manchester based brand debuted their first ever menswear collection three years ago. Their aim? To create socially relevant menswear that showcased the eccentricities of British design. The brand’s organic growth is testament to how much the mid-level menswear market was crying out for this exact mix of uncompromising style and surprising accessibility.

"Our menswear collection has had an incredible three years - the brand is still so new but we are carried in some of the world's most respected stores. We feel the time is now right to launch a women's collection that will mirror the clean aesthetics of our men's line but with a forward thinking and reactive womenswear sensibility." Ash Kumar - Founder and Creative Director

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Native Youth Women’s debut collection showcases trend driven yet functional pieces with careful consideration given to fine fabrics and the perfect fit. Through the designers’ intrepid interest in art, photography and contemporary culture, an alternative design philosophy has been sought. Androgynous British silhouettes fused with Japanese style details and juxtaposing Scandinavian prints create a diversified collection. Casual pieces reflect classic sports styles whilst denim pieces are executed in a youthful, trend conscious manner creating lasting pieces for future seasons. 

The latest menswear collection “In Youth We Learn; In Age We Understand” focuses on updated and versatile essentials that are both quirky and utilitarian. Case in point, using a 72-year-old model alongside a fresh and freckled faced lad for their S/S 15 menswear lookbook. Like wearing boots with a lace dress or a suit in a wild colour, Native Youth has nailed the offbeat aesthetic with fresh yet classic offerings.

Made for the consumer who prefers a well-tailored silhouette, the muted and neutral colour palette is all clean lines, looser fits and washed fabrics that are then disrupted by bold statement pieces. 

The ultimate selling point is the quality. Using the best fabrics and exclusive, on-trend fabrications, the designer’s inspiration comes from travel. A lot of emphasis is on the research process and the team begins each new collection by sourcing fabrics.

Constant research, global travel, plus continual exploration of techniques and washes create a mix of essential wardrobe staples, statement pieces, experimental fabrics and styling details. These fabrications and finishings give the collections a premium feel.

The result is a brand that’s durable, timeless and super wearable. This is clothing that showcases British design and is aimed at the trend savvy consumer who wants a little more than what’s on offer on the high street.

Ultimately Native Youth is a clothing brand that’s in touch with the youth, curated and crafted for this self-confident generation.