Jan 17, 2018 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Launched for Spring/Summer 2016, the new lifestyle label I AND ME was created by former Topshop buyer Jessica Gebhart and takes a more considered approach to denim design. “The I AND ME” design process is genderless, it will always be about fabric and fit before his and/or hers; that’s where the story behind with every garment – on a neutral playing field undefined by seasons or trends,” -said Gebhart.
The debut “Off Season” collection features a tightly edited line of 8 items that sit just as well in the men’s wardrobe as they do the women’s.
Here the focus is on fit and fabrication, with premium Japanese selvedge denims, in beautiful green cast shades, alongside textured indigo Italian jersey at the core of the collection.
Jean fits are limited to just one style that Gebhart has perfected – a slim high-rise style that is tapered through the leg, think Debbie Harry in her iconic rigid, hip hugging 505s.
This style is offered in two vintage washes and a distressed finish, as well as a longline boyfriend short style with side seam vent and frayed hem details. Alongside the denim is an assortment of premium jersey tees, a waffle knit sweat and minimal style outerwear jacket that doubles as a dress for the girls.
And of course, we couldn’t not mention the statement piece of the season, the large brimmed fisherman’s hat in premium Japanese selvedge denim.
Having launched the label just a few months ago and selling only online directly through her webstore, Gebhart was eager to give her new customers a more personal interaction with the brand and see the product first hand.
Setting up shop in East London’s vibrant Shoreditch neighbourhood, the first ever I AND ME pop-up concept store arrives for just a short 1 week from 6-13 July 2016. The temporary space houses the debut collection alongside a preview of the new story ‘One thing Well’, which is available for pre-order.
Located at 11 Calvert Ave, alongside stores like Ally Capellino and O’Dell’s, the pop-up store brings to life the simplistic yet considered aesthetic of the brand. A carefully curated, dynamic group of collaborators have been selected to contribute key elements, from scent to furniture, creating a fully immersive retail experience which encapsulates the I AND ME blue-jean spirit.
The store’s retail fit has been designed by local creative team Listen Studio using a playful, unexpected approach to shape, colour and material that bring to life the tones and textures of the forthcoming One Thing Well collection. A floral installation has been designed by Fjura complement the space, whilst the brands five-piece ceramics range is also featured to “further evoke a weatherworn, seascape palette through a washed out white glaze and multi-textured surface” added Gebhart.
The I AND ME pop-up store is open now until the 13th July. Visit them at 11 Calvert Ave, London, E2 7JP. Head to the brands website to shop the collection.
Like what you just read? Follow Samuel on Instagram for the latest indigo inspiration and denim news.
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.