URBAN OUTFITTERS REWORK
High street favourites Urban Outfitters have a new label to add to their already established portfolio. Entitled ReWork, it seeks to combine the energy of creativity and commerciality by utilising a design model which is very different to that of the other high street brands. ReWork will allow its designers to decide on the fabrics first, and then design the clothes around their characteristics.
Lizzie Dawson who recently left Top Shop to take charge of the design section for Urban Outfitters stated “This collection is designed entirely with the view that beautiful fabrics lead beautiful designs and with the range made up entirely of sourced remnant fabrics, the design process is unlike any other, It’s experimental and designed from what feels right as opposed to chasing trends. Fashion is fast and the landscape is constantly changing and evolving. By offering something like ReWork, I’m hoping that we can offer the new and unseen to our customers.”
Paying homage to its British roots, ReWork will be designed in London in a series of limited editions, with each item being marked by a unique number. Apart from an aesthetic individuality, the other key selling point here is the price which will allow shoppers to acquire something quite special from £40 to £120, allowing a price point for everyone to buy into. Because of the importance of competition on the British high street, questions were recently raised about how River Island will develop this new collection to arrive at profitable numbers for these limited edition pieces.
¨This collection is designed entirely with the view that beautiful fabrics lead beautiful designs ¨ – Lizzie Dawson
Rosie Ingleby explained the collection´s methodology; “The price points feel competitive due to the limited runs that each piece in the collection has and the amazing fabrics that we have been able to use. Once it’s gone, it won’t be back in store so you have to act fast! Supporting the UK industry does mean that we are challenged on price but it’s something we feel strongly about so we have made it work.”
Thankfully, the overall final result is not what you would immediately predict from a collection made from cut-offs. Instead of being an aesthetic “mish-mash”, ReWork is actually more of an excellent reinterpretation of the Nineties signature styles the brand was known and loved for. It is hoped that this familiarity will gratify both the customer and the creator.
“It has allowed us to draw on both creative and commercial experience. Both of these factors are necessary to create something which is high-street yet aspirational and individual,” Ingleby outlined. “We really want the pieces to talk to the Urban Outfitter customer, knowing that she likes to be original in her dressing.”
Article: Charles Daniel McDonald
Photography: Urban Outfitters ReWork