Daniel Fletcher has launched his first women’s collection—a by-popular-demand response to the fact that girls have been shopping the men’s clothes on his website. Fletcher competed in the Netflix reality serieslast year, which has a lot to do with the uptick in interest in him in America—girls as well as his boy fans have been after the British designer’s bootleg split-hem pants, shirts and outerwear.
“Ultimately, it will all become one collection,” he says, “Because a shirt is a shirt, after all. But we’ve noticed girls have been saying they’d like my jackets with slightly shorter sleeves, narrower bodies and shoulders, and we needed to offer a different rise in the pants.” There’s a generational relatability about what Fletcher’s been building with his brand since he launched with his own shoppablesite in 2016.
There’s a bit of a ’90s-nostalgic flavor about Fletcher’s brand. “That’s completely by accident, really,” he says. “I was born in 1990 and I didn’t think about it when I was designing the collection, but going through it, yes, there are ’90s inspirations: the skirts over the trousers, the checkered mini skirts with big shearling jackets. Almost a bit like Gerri Halliwell and the Spice Girls.
Add in the fact that Fletcher grew up in Manchester with a dad who was a fan of the Rolling Stones and The Who, and you have some background to his love of a hipster pant and a Mod checkerboard pattern. Most of his fabrics have UK provenance; he takes care to support local manufacturing and build his designs around zero-waste practices. The standout brown and white patchworked pieces here— mini-skirts, flares, a dress—were made from “denim and corduroy offcuts from last season,” he says.
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