ASGER JUEL LARSEN
Asger Juel Larsen is a storyteller...one that laces dystopian tales to reverse stereotypes and take streetwear out of its comfort zone. The attitude of the aesthetic is ambitious, ambiguous, and charged with statement on both a visual and emotional level.
Music, performance, history and propaganda play both a central and collaborative role in the collections, celebrating hidden cultures and beauty in the breakdown. This sense of individuality and expression has become widely receptive and embraced on an international basis, from the US to Asia and Europe. Asger recently won the highly acclaimed International Woolmark Prize in the European Regional Menswear sector, giving fuel to the underground aesthetic.
Asger's new breed of tailoring offers unconventional sporty structure for a modern mood and generation. There's an ongoing search for new materials and textures, as well as digital print for which past collections have revelled in. Rebels hold an air of sophistication, society is tested with confidence and conspiracy, and the parallels between strength and vulnerability are explored. This is heritage that truly hopes you hellraise.
A.J.L MADHOUSE By ASGER JUEL LARSEN
A diffusion line which is non-season based and uni-sex.
Ever watched ‘Party Monster’ and dreamt of a world where we could all be stars in the dope show, where rollerblading your way into an interview met immediate promotion, East End London boasted trend setting zombies, and telling people to “fuck off” was Class A chivalry? If so you might want to book yourself into the Madhouse, a tripped out Travelodge where metalheads, rebels, night terrors and “whateva’s” have the ultimate slumber party.
Asger Juel Larsen is known for his beautifully sinister collections, with a military exploration that erases the no-mans-land between dystopias all the way through to the dirtiest of raves. But this diffusion line puts two fingers up to the seasons and style conventions, encouraging laidback anarchy where you can wear something however the hell you like!
Rock and roll meets rainbows, girls meets boys, boys meet girls, drugs meets orange juice, and old school horror has a cute revival. You can be a countryside outlaw, a well dressed lapdancer, a thunder and lightning magnet, or a heavy metal addict. Whatever your flavour, chances are there will be a home for you in the bad ass Madhouse.
Expect sweats, tshirts, track suits, leggings, bag packs and jewellery. You will die wanting more and die wanting less, you’ll force yourself to be a free spirit, and chances are you’ll just end up surprising yourself! For fashion that feels illegal but gives you the biggest high, it’s time to let your wardrobe become a state of rebellion.