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Horace

Expect the unexpected from this innovative streetwear brand for autumn 12.

Horace is one of those brands where you truly never know what’s coming next. A sharp skinny jean one season, a drop-crotch parachute pant the next. But what could be seen as quite a random way of developing the brand’s signature is in fact part of the Horace charm.

As such, expect the unexpected for autumn 12, with a “hot mess” (the brand’s words, not ours) of TV static patterns, punchy acid colours and nods to 1980s shell suits. It’s a bold look but if you dig deeper into the range you’ll find some great commercial items. The knits are particularly strong but statement pieces run throughout the collection – the brand’s personal favourites this season include a leather biker jacket with contrast colour panels and an oversized sweat with gutsy floral sections.

It’s testament to the brand’s uncompromising exploration of the Horace aesthetic that the likes of both Asos and, this season for the first time, Florence designer boutique Luisa via Roma have picked up the spring 12 collection, taking the brand’s global stockist list to more than 90. Asos has bought into the brand again after a strong showing with the autumn 11 range.

As Asos’s buyer for menswear brands Laura Southern notes: “Horace is a brand that understands its customer. The product is innovative with regard to the use of print and fabrication and has a real strength of balance between being both directional and accessible. We’re very happy with the sell-through and it’s obvious the brand is one that resonates with our customers.”

There aren’t many labels out in the market that can cite two such contrasting stockists – it’s the skill in the way the ranges are planned that attracts such diverse buyers, blending simple knits and tops with more directional men’s and women’s styles, all stamped with the Horace signature at a good price point. T-shirts start at £18 wholesale, while the collections top out at £150 for leather jackets meaning the prices, while not aligned with the value market, are hardly gasp-inducing.

Having historically presented menswear and womenswear alongside each other, the brand is making a concerted effort to give them distinct identities. The men’s range will see the biggest changes as Horace ramps up the production to add more lines, bringing the offer up to speed with the women’s.

Further global stockists are on the horizon (Bettina in Greece and IT in Hong Kong, to name two, will be stocking spring 12), while the brand has a transactional website ready to launch, complete with special editions and exclusive artwork to keep us on our toes. 

Essentials

90+

Number of global stockists across menswear and womenswear

Six

Number of weeks lead time for the brand’s forward-order service

£18

Starting wholesale price, rising to £150

Horace 020 7079 0325 www.horace.tv

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