IHUK - A day in the life of….

[AdamJ]

@DrPat We go to great lengths to choose our models, as well as the vision we have for the look book itself (once we've seen the collection). We've experimented with different types of "looks" for lack of a better word, over the past seasons. Brendan, Ritchie, Olly etc. We want the clothing to stand out and look great, and after shortlisting multiple candidates Rudi was our first choice, for this collection.

As handsome as all our staff are, we can't quite achieve the same result when using them so sourcing models is the best choice, as is the approach most brands out there take. You guys on the forum know us well and that makes it easier for you to base your choices off seeing us in the gear, which is why we share pics of us wearing the clothes, share our sizing. This is something we currently, and always will do.

But for us to continue to grow and deliver great products season after season, it's important that we continue to develop our audience, and that is achieved by appealing to a wider demographic. Our line is that someone is more likely to think "Damn that jacket/shirt/outfit looks cool" by seeing it on Rudi, instead of me.

We're not changing the direction in any way, and I feel strongly that this collection and look book is one of our strongest to date. Look forward to you all seeing the final product

[Matt]

@AdamJ don’t sell yourself short.

[markus_berlin_]

I think a lookbook like this is a great way to get a little insight into what you can look forward to in the new season.
But I personally don't care who is wearing the clothes in the pictures.
Because I make my purchase decision in the shop or when I look at a live preview.

And as @Matt says,

We would buy that shit even if monkeys wear it

That's exactly how it is!

And if need be, I'll do the model job

[Matt]

A forum modeled lookbook please and thank you.

[endo]

^ %

[flannel slut]

Forum model lookbook maybe also a forum model calendar? Decka December anyone?

[SKT]

I like where this is headed

[Matt]

Mr August right there.

[goosehd]

@SKT said in IHUK - A day in the life of….:

I like where this is headed

Well…I don’t. If @Giles shows up in denim speedos, I’m outta here

[SKT]

@goosehd “Denim Speedos” SS24

[IrishHeart]

It sounds like a calendar to hang above the mantelpiece to keep young children away from the fire!

[Matt]

Fires hot but the calendars hotter.

[Giles]

New screensaver

[Oaktavia]

@Matt hahahaha

[nrtphotos]

Dumb question, when can we expect to see the SS24 reveal?

[Alex]

Not dumb at all. We haven’t finalised the date yet.. we will wait for the final shirt to release from FW23 first, and then Christmas may get in the way. Sometime between mid December and mid January, but we will announce once we decide

[T4920]

@Matt said in IHUK - A day in the life of….:

A forum modeled lookbook please and thank you.

My application/visual resume can be found in the Mad Red thread

[Alex]

[Daniel San]

Santa Josh , hohoho
hope he brings some fine booze to party

[Alex]