B.OF.O - REBOOT - 12.04.17
Can these men re-boot Band of Outsiders?
In the history of cult American brands, few have had a start and shutter cycle as dramatic as Band of Outsiders. Founded in Los Angeles by Scott Sternberg in 2004, Band of Outsiders became a global guy's go-to for preppy-yet-edgy West Coast style, and soon spawned a diusion shirting line and a menswear-inspired women's line (Boy by Band of Outsiders). However, despite its worldwide success and popularity, nances became strained and after building up $2.5million in debt, the label folded in May 2015 and Sternberg left the company. Now it's being revived by new owners (Belgian holding company CLCC SA) with a new European design team in a new city: London.
The two men charged with re-booting the label are brand director Daniel Hettmann, formerly brand director at French tailoring house Arnys (as well as running his own production company, which has produced shows for Vetements), and designer Angelo Van Mol, a graduate of the Royal Academy of Fine Arts who honed his cutting on Savile Row and launched an eponymous menswear label in 2011. On paper, it looks like a perfect pairing - one that could bring a fresh new vibe to a dearly missed cult label. But how do you take a brand with such a recognisable aesthetic and bring your own twist to it?
As he prepares to launch the duo's debut collection for the newly re-born Band of Outsiders, we went to get an exclusive rst look with Hettmann. As he talked us through the tailored tracksuits, patterned silk shirts, laid-back coats (and an occasional Royal Tennenbaum-style headband or two), Hettmann gave us the inside track on the label's sporty new vibe, the elements fans are going to love and what it's like to relaunch a menswear icon. No pressure.