Our 3rd year BA (Hons) Fashion and BSc (Hons) Fashion Technology have been working on an industry project with Drapers Award Winners A Hume Country Clothing – a prominent local business since 1929. The students visited the their shop in Kelso and were briefed to produce a capsule menswear collection for the country clothing market.
Managing Director, Archie Hume said:
“We were extremely impressed by the students during their visit – it was a delight to have them. They were tirelessly enthusiastic, asked all the right questions and were keen to learn.”
The students heard about the company history; global production; e-commerce; digital marketing; systems and operations; finance and strategy. Along with a guide to buying menswear for the country clothing sector and theory versus the day-to-day reality of fashion retail in a small to medium company. Plus they had an in-depth look at ladies wear and tweed, along with manufacture and technical aspects of design for sporting and country clothing.
Reflecting on the design challenges, Archie Hume says;
‘Designing for the country clothing market is particularly challenging. It requires a high degree of technical knowledge and expertise. Many of the garments have unique features and fastenings, each with their own specific function. For example; bellow pockets on shooting jackets are not an affectation, they’re designed to store cartridges and make it easier to access them. Getting these details right is essential in a well-designed garment.’
‘However, it would be a mistake to suggest that fashion isn’t important in country clothing. Well-designed country clothing should demonstrate an appreciation of the country style rules as well as an intimate understanding of the needs of the wearer and the function on the garment.”
Watch this space for updates on the project.