Weekly updates:

Style
Posted by

Weekly updates


Laying down a different look through irregular use of textures and prints, while retaining a degree of sensibility and accessibility, is something that is hard to achieve but is what New Zealand based label Sly Guild have mastered through their 2012 Winter collection. The collection is built around the aim to create good quality, handmade basics. Their successful use of clashing patterns and colours speaks volumes about the creative minds behind the label – we catch up with them to talk about where Sly Guild came from, and what they’re all about …

Who is Sly Guild?

Sly Guild a men’s lifestyle label from little ol’ Auckland, New Zealand.

How did Sly Guild begin?

It began as a bit of leisure, making tees for ourselves which snowballed with friends wanting in, then trickled on with a few stores seeing a slight demand for what we were doing. This was a few years back now, when the plain staple t-shirt look was first on the rise, we couldn’t find a good quality hand made tee anywhere, so we just made our own and here we are today a few years later.

Was starting a clothing brand something you always wanted to do?

We would be lying if we said no, growing up in a cutting room is something that just rubbed off on us I guess. We were exposed to the manufacturing side of the rag-trade at a young age, with family involved in the industry. As young kids – skate rats too – we were always making tees for ourselves and friends. So I guess the stars were aligned from a young age.

What is the inspiration for the current collection?

We like the idea of rebelling, going against the grain. Why do shit everyone else is doing? We thought winter was a perfect time to show colour through prints and florals. Why be depressed with cold miserable weather… There is a ’90s designer sportswear influence, with back prints, pigment dye pieces, elbow pads and bright pops of colour through some statement pieces.

The lookbook for your current collection (pictured) is really nicely shot. How does it contribute to the feeling of the current collection?

The lookbook is something we always look forward to, this season it was our younger brother Chad’s time to step up to the mark with his first campaign for us. For Chad one of his specs for the job was to capture the ’90s feel through film (no pressure), as any photographer would have back in those golden years. At the same time, we wanted to keep the feel of the shoot as effortless and natural as possible in an everyday setting.

What kind of person wears Sly Guild?

Anyone from a 9-5 weekend warrior, to a student, athlete or artist. When we are designing we have the one goal in mind for the product to be as versatile as possible when it comes to the customer. We feel anyone can pull off something from our collection.

What does Sly Guild contribute to the current streetwear market in New Zealand?

With a youthful mind, being at the younger end of the scale we feel we understand what our customers want. We are firm believers of letting the clothes do the talking, we are just wanting to push boundaries and express ourselves through our work. We also want to push the quality envelope forward with all garments cut and sewn in-house, including all our printed tees which are all hand made. We don’t like the idea of printing on mass produced crappy pre-made boxy tees.

What have been some of the most rewarding things to have come out of starting a clothing brand?

By employing local people and putting money back into the local industry and economy is up there. We are not after material wealth, we do this job because we love what we do.

Do you think being based in NZ influences the style of the clothing or the aesthetic?

The NZ summer definitely influences our style, we have some amazing beaches nestled on our coastline here. Sun brings out colour, but the NZ attitude is fairly laid back, so anything goes, we feel this complements our refined effortless look.

How would you define NZ style?

The NZ style is definitely simple; t-shirts being number one for guys. The next generations are a lot more fashion conscious, with things like the internet developing the younger mind’s taste a lot faster.

What is next for the label?

Steady organic growth is something that keeps our feet on the ground.

Where can people buy Sly Guild?

You can find us online www.slyguild.com