Folk S/S 2010 preview

Nice video by by Matthew Donaldson to present the upcoming S/S Folk collection. He used a phantom HD camera (which costs around euro 200,000 and there are only 4 in the UK), which takes 1500 frames per second and was developed for the military to film rocket launches in slow motion.

SS10 expands on previous collections with shirting and chunky knitwear that has become part of Folk’s DNA complemented by what have previously been smaller elements of the collection in categories such as Jersey, Outerwear, and Accessories. Folk has two of its own stores in London and a shop in shop in Amsterdam store Cowboys to Catwalk. In addition to these it is stocked in around 150 accounts worldwide including Liberty and Selfridges in London, Odin in New York and Douglas Fir in Los Angeles.

Folk was born in 2001 when Cathal McAteer was given the opportunity to achieve his aspiration of creating a contemporary casualwear collection. The ethos behind the brand is to create collections that are not trend led but are defined by a handcrafted aesthetic that creates pure, honest staple garments with subtle, fun and innovative detailing. The focus of the design is on colour, shapes and texture applied to classic silhouettes. We dont try and re-create the wheel in terms of garment styles but use fabrics and detailing to create individual pieces that can stand on their own or as part of the collection.