Secret society opens to devotees of quirky fashion

Media release
February 2009

Secret society opens to devotees of quirky, intelligent fashion

In a rare and unanticipated move, maverick menswear label Hubert & Rhymes is opening up their exclusive club to the masses with the launch of their winter collection, The Society of Unkept Secrets.

The designers of the new high-end streetwear label say the invitations to their secret society are a one-off event, and will only be available during winter 2009, starting with the launch of the collection into stores in March.

Hubert & Rhymes is the brainchild of fashion designer Kassy Hayden and graphic designer Francis Cheetham and is based in Wellington, New Zealand. The label – which hit the shops for the first time in October 2008 – has been warmly received by men and women alike, with its intelligent and curious designs being snapped up in towns across the country.

Francis Cheetham said the theme of unkept secrets for the winter 2009 collection reflects the label’s sense of fun and irreverence, something the design duo feel is important in a man’s world.

“For the winter collection we got obsessed with secret societies and even obsessions themselves. Inspirations included the multifarious kooky clubs in Wes Anderson’s film Rushmore; the woollen artworks of guerilla knitters the world over; members of the cult Heaven’s Gate who hitched a ride on the comet Hale-Bopp; as well as clubs so secret we couldn’t find out a single thing about them,” he said.

The theme of the collection translates onto the clothing in new and surprising ways, said Kassy Hayden.

“We took the theme of secret societies and created a jacket that references a suspicious package tied up with string, shirts with a secret collar hidden beneath the first, and a formal waistcoat with a hood. The Hubert & Rhymes signature style is full of surprises but it’s all very wearable so guys can feel good about taking a leisurely walk off the beaten track,” she said.

The theme of the winter collection isn’t the only thing surprising about the label. The designers claim to work for two fictional characters, the elusive and temperamental Hubert and Rhymes.

“So who are these enigmas? All I can say is that Hubert is an Indian-born tailor who is desperate to bring his colonial British heritage to the fore, and he does this through his tailoring. Rhymes is more of an urban artist. He likes to overlay his gritty style on his collaborator’s carefully-sewn garments, sometimes creating a bit of havoc and almost always subverting Hubert’s work,” said Kassy Hayden.

“The two characters neatly personify the core style values of the company and provide us with a never-ending source of fun and inspiration,” she said.

Stockists of the label include Miss Wong and Hurricane in Wellington, Honour & Obey in Christchurch, Little Black Crown in Auckland, Hunt & Seek in Havelock North, and Etch in Tauranga.

The winter 2009 collection is available for private viewings on request. Or, in the spirit of the Society of Unkept Secrets, please refer to the attached lookbook.

ENDS

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