This London-based label is smartening up its act yet staying true to its streetwear roots, writes Graeme Moran.
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Starting life in late 2011 as a capsule collection of four printed T-shirts, London label Tourne de Transmission has grown and evolved quickly, with spring 14 its strongest range to date.
Focusing on streetwear-inspired cuts and a smartened-up casualwear style, bold hand-printed graphics and patterns are at the core of each collection, tying into the trend for all things printed and patterned that promises to continue into next summer.
This season the brand’s signature monochrome palette sees black and white teamed with panels of mint green and cream, alongside a distorted bird print and a polka dot-inspired bacteria pattern.
New styles such as a bomber jacket worked in jersey and an oversized short-sleeve baseball sweater enhance the streetwear edge, while a new bomber jacket in luxe, on-trend suede, a classic cotton mac and a sleek footwear collaboration with Hudson all lend a more finessed, smartened-up look.
“I felt the need to show we can do more grown-up pieces but still fit these styles into our vision,” says creative director Graeme Gaughan.
And buyers have been backing the brand’s evolving new direction, with taste-making stockists including Berlin’s Soto, Storm in Copenhagen and Hypebeast online, as well as Cruise, The Allotment and Stylecreep in the UK.
Jim Phillips, co-founder of online stockist The Great Divide, says: “We liked the combination of text and prints on the shirts, as well as the interesting wash and dye techniques, and felt the brand offered something new.”
With plans to expand accessories and introduce knitwear to the previously jersey-based collection, Tourne de Transmission is clearly tuned in to what shoppers want.