Lavenham Jackets x Norse Projects

We here at The Daily Street love it when tradition meets forward thinking design, we also love it when two like minded brands from both mentioned areas of the fashion world come together to produce something that truly reflects the high quality standards that they both live by and strive for.

Here we have the originators of the traditional quilted jacket Lavenham Jackets team up with the popular Scandinavian menswear design brand Norse Projects, a brand known for some of the best mens wear around as well as quality collaborations such as this one. When hearing of the project between these two brands we expected it to be a big one, and as Norse are involved expected it to be very popular with menswear media and fashion heads all over. This time though Lavenham Jackets are involved, and as Lavenham are British through and through we thought it best to go a bit deeper into this collaboration – ask some whys, whens and whats?

We put a few questions to both parties involved here to get a little deeper into how this came about and why, in our opinion it is such a good thing to see a brand that is steeped in tradition such as Lavenham come together with a brand such as Norse who are spear heading the modern approach to adapting traditional styles and pieces for the modern market to produce a unique twist on such a timeless classic design, check out both Lavenham’s and Norse’s answers to the few questions that we put to them about this collaboration after the behind the scenes factory images below…..

Lavenham Jackets –

Both brands have dabbled deeply in some big name collaborations/projects recently (Factotum x Lavenham and Norse with UK’s Oipolloi for example) what is it about Norse that attracted you to work with the brand?

When Lavenham manufactured the very first quilted jacket back in 1969 it was in its purest form, a very practical and simple design. This similar ethos coupled with a distinct regard for heritage and traditionality is what we saw in NP and attracted us to work together.

Who approached whom and how did you go about the collaboration?

We just got talking in trade show and it went from there.

How was the design process? Who took what roles on the project and did any big compromises arise along the way?

NP took classic Lavenham designs and put the NP accent to them. It was a very smooth process with both parties making suggestions and respecting each other’s expertise.

The Jacket stays true to the Lavenham traditional style and shape, is this something you felt you had to make sure was kept? Where you not tempted to produce something completely different, if so why or why not?

Both NP and Lavenham excel in simple functional products, which have a healthy twist to them. It was never a question of producing something completely different, just something that compliments both brands.

Both yourself and Norse have a strong following consumer base, how do feel each will receive the collaboration?

Given that both brands have a strong ethos of simple design and the styles we have done together retain strong elements of each others identity we’re hoping what we’ve done together will be received well.

What makes this collaboration stand out from the others that you recently been involved in?

We consider brands we work with very carefully so to say what makes this collection stand out is not fair on the other people we have been involved with. We like to think that each brand we have worked with brings a little of what they’re about and combines it into what we’re about to create a something unique.

Norse Projects –

Both brands have dabbled deeply in some big name collaborations/projects recently (Factotum x Lavenham and Norse with UK’s Oipolloi for example) what is it about Lavenham that attracted you to work with the brand?

We always enjoy collaborating with brands we like.  Lavenham have been producing quality British country wear since 1969 and we have a lot of respect for companies that have been so successful at producing high quality products for so long.  Lavenham is such a good representative of the classic British look, but the products are highly transferable to the Scandinavian weather, and minimal style.

Who approached whom and how did you go about the collaboration?

We at Norse have been aware of Lavenham for many years thanks to a healthy interest in traditional British outerwear.  So when we met at a fair in Paris we took the opportunity to discuss a possible collaboration between the two companies.  Nicky from Lavenham agreed that our brands would be a great match, so from that point the project naturally took shape.

How was the design process? Who took what roles on the project and did any big compromises arise along the way?

We wanted the final pieces to remain faithful to Lavenham’s British heritage.  But the colab was a great opportunity to update these classic designs with materials that Norse could relate to.  We were left to do what ever we wanted regarding the design, but we decided to limit ourselves to adding a few details like the back pocket on the vest. But focus on the smaller details rather than changing the whole style.

The Jacket stays true to the Lavenham traditional style and shape, is this something you felt you had to make sure was kept? Where you not tempted to produce something completely different, if so why or why not?

I think this is already answered through the other questions.

Both yourself and Lavenham have a strong following consumer base, how do feel each will receive the collaboration?

A good goal with any collaboration is to introduce people to brands they otherwise might not have been confronted with.  I think the Lavenham colab will act as a great primer for both of our customers to become interested in the other brand.

What makes this collaboration stand out from the others that you recently been involved in?

Working with Lavenham made perfect sense because they had the experience and the expertise to produce a level of quality that would have taken us years to achieve on our own.  Of course we’re working on achieving that level of quality in our own work, but this colab acts as a good catalyst to help us associate with a similar standard of production.

The Daily Street would like to say a massive thank you to both Lavenham Jackets and Norse Projects for taking the time out to answer our questions, we would also like to thank them both for producing such a nice collection which is a truly reflective of both brands dedication to producing quality mens wear.

The collection is available right now from the Norse Store.

Jamie Szulc

One of three co-founders of THE DAILY STREET, Jamie specialises in menswear and is currently Footwear Account Manager at Fred Perry.

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