Lyle and Scott present a capsule collection for SS13 titled Classic British Sportswear, going back to their roots and drawing inspiration from the brands 139 year history.
Lyle and Scott is a brand that seems to be everywhere, from high street retailers such as House of Fraser to street and menswear favourites size? and End Clothing. The brand is liked as much as it is equally disliked in the UK and for some the golden eagle has bad connotations, never the less season after season we see the brand on the shelves of some of our best stores. Spring/Summer 2013 sees the brand take a new direction, starting with how they present their visuals, here the images are shot by the creative practice &Son; the creative team behind Stone Island’s recent brand renaissance, giving us a strong clue that changes to how the brand conducts itself are possibly afoot.
In terms of visuals, the images here are actually pretty nice – clean, simple and a little more mature compared to previous collections. The styling is also nice and again remains simple and accessible, showcasing the classic product that the capsule collection is communicating; Scottish made knitwear, light outerwear, sweats and the standard pique polo shirt. This new direction is a welcome change, but the product still has a long way to go to completely convince the more clued up fashion/menswear consumer. The eagle logo may put off many a potential customer at first, but after doing some research into the brands history (something that has not really been communicated by the brand), it left me surprised and slightly open to keep an eye on the brand going forward. A little nugget of info for you – in 1954 they designed and manufactured a cashmere collection for Christian Dior. This collection signifies a brand that is turning a corner in it’s history and moving into new (hopefully better) pastures.
The Lyle and Scott Classic British Sportswear collection can be purchased direct from the Lyle and Scott webstore now.