House of Fraser Launches Label Lab Menswear

House of Fraser has announced the launch of Label Lab Menswear, a new and exclusive menswear range.

With a sense of faded grandeur, Label Lab is heavily inspired by the offbeat style of London's East End. Integral to the brand is a commitment to design and individuality, aiming to appeal to musicians, artists and free thinkers alike.

The urban casualwear men's clothing collection features lived-in leather shirts, biker jackets and work-wear inspired denim. Ticking striped shirts in heavy woven cotton, distressed raw-edged jersey, and the obligatory printed t-shirt form essential style must-haves which give the new label its individual DNA.

A monochrome palette of bone white and washed-out vintage shades of black are punctuated by off-colour hues that give the collection its authentic, worn-in feel. Oil stained earthy shades, faded blood red and chalky sun-bleached blues work well in a variety of deconstructed shapes and cuts.
Drop-crotch khaki denim trousers look great worn with cherished vintage high-tops, while crumpled leather shirts add textural depth to the collection. Interest is added through print in the form of 'Op' art graphics and surrealist Victorian style prints across a wide range of men's t-shirts).

The marketing campaign is being fronted by Tall Ships; an emerging Brighton based 3-piece band who will feature within the brand's print and digital media content. Having already played with The Futureheads and hotly tipped by BBC Radio 1 and NME Magazine, Tall Ships encapsulate Label Lab's attitude, echoing the attributes of the collection making them the perfect front men.

Sure to be a hit amongst the Hackney faithful and their creative neighbours further afield, Label Lab sets a new precedent for individual style in men's fashion.

Label Lab will join the House of Fraser menswear collection alongside brands such as Barbour, Aquascutum, Desigual and Superdry.

About House of Fraser:
House of Fraser is a department store group with 61 enviable locations across the UK and Ireland. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide department store for 160 years. The company was acquired by the Highland consortium in November 2006 marking the beginning of an exciting new chapter in its history. The group has annual sales in excess of £1.25bn and employs 6,500 House of Fraser staff and 10,000 concession staff through 5 million sq ft of selling space.

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