Cottweiler, a London based high-end streetwear brand led by design duo Ben Cotrell and Matthew Dainty, drew the attention of international media and buyers when they presented their 2019 FW collection on 22 March at the Dongdaemun Design Plaza during Seoul Fashion Week.
The British Fashion Council and Seoul Design Foundation had signed a memorandum of understanding, agreeing to participate in an exchange of emerging design talent that
would facilitate fashion shows in their respective countries. Cottweiler became the first British label to present their collection at Seoul Fashion Week, following its first appearance at 2019 FW London Fashion Week for menswear two months earlier, where it received a positive response from industry experts and fans.
The collection incorporates ideas and inspirations, ranging from the banal to the unique, stemming from the British designers’ social environment. It combines the functionality and comfort of sportswear with the sophistication of luxury clothing, reflecting the story of British youth living in the era of social media and high tech. It makes subliminal reference to the infamous “scally” style, synonymous with sporty outfits that incorporate “trackies” and trainers, while transforming it into a new form of millennial coolness through Cottweiler’s delicate craftmanship and creativity.
Their sophisticated tailoring uses traditional Savile Row suit-making techniques to ensure a perfect fit, while their exclusive selection of fabrics, some of which are woven with a combination of natural and synthetic yarns, creates a sense of advanced technology and futurity.
Although high-end sportswear brands are ubiquitous nowadays, Cottweiler has been praised as an outstanding and unique brand representing the best of what British streetwear can achieve. In recent years, the British Fashion Council has nominated Cottweiler for the British Emerging Talent Menswear award, after awarding them the NEWGEN MEN awards for 2016/2017 and 2017/2018. Cottweiler were also semi-finalists for the 2016 LVMH Prize, and in 2017 they went on to win the International Wool Mark Prize.
“We are very grateful to be given the opportunity by the BFC and Seoul Fashion Week to present our work to a wider audience and connect to our already growing fan base in South Korea,” say Cottweiler’s designers, Matthew Dainty and Ben Cottrell. “This will be our first venture outside of London Fashion Week and for it to be in a city that embraces cutting-edge style like no other is an exciting prospect.”
As an international fashion capital, London offers Korean designers the opportunity to expand their distribution in the global market. With the support of the Seoul Design
Foundation and British Fashion Council, Korean brands like Push Button and Blindness were selected to stage their collections for London Fashion Week, where they were positively received by both the media and international buyers. As Seoul’s popularity continues to exert a powerful influence on the Asian entertainment and fashion industry, international brands stand to benefit from the exposure they receive during Seoul Fashion Week. Cottweiler leapt at the chance to be introduced to the media and buyers in Asia, where there is a bright future for the fashion industry.