The print-based menswear brand has grown up for autumn 12, says Graeme Moran.
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At the Topman-sponsored MAN show during February’s London Fashion Week, there was one name that stood out – or more specifically two – Agi & Sam, with buyers buzzing around this up-and-coming brand’s autumn 12 catwalk debut.
“Agi & Sam first caught our eye with its daring and fun use of colour and print,” says Lulu Kennedy, founder of Fashion East, which supports new talent and is part of the MAN initiative. “[For autumn 12] they refined the palette and silhouette while sticking to their signature prints.”
Designer Christopher Raeburn is also a fan: “What I like is its fearless approach to menswear, particularly with print. Its professionalism in terms of make quality, presentation and marketing should put it in good stead.”
Established in 2010 by Agape Mdumulla and Sam Cotton, the label demands attention thanks to its fresh take on traditional menswear. “The idea was to produce a brand that was entirely print-based and contained elements of humour and light-heartedness,” says Cotton, “because a lot of people in fashion take it so seriously.”
While print still brings the spark of fun, there is a slicker and more considered edge this season that is altogether more commercial. The cut is sharper, the palette more considered, and all with a more premium spin.
“I think we grew up a lot,” says Cotton. “Autumn 12 was so hard. Me and Agi didn’t speak for a month while we were making it. But hopefully it paid off.”
The facts suggest it has. The autumn 12 sales book was still open when Drapers went to press but sales have increased by more than 200% and stockist numbers doubled. As one buyer joked at LFW: “The boys became men at the MAN show.”