DANIEL w. FLETCHER: THE INTERVIEW

A raising talent in London's eclectic fashion scene.

by JACQUES BURGA, photography by Marie Deteneuille | 1 May, 2017

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ABOUT DANIEL AND THE BRAND

PARIS SOCIAL DIARY: How did you started in the Fashion industry? Were you always envolved on it? You did it all yourself ?

DANIEL w FLETCHER: First, I got into Art Planation at Kingston University. When I was there, I specialized in fashion and then I was accepted in Central Saint Martins in 2013. But even before, I graduate, I worked for in different agencies, brands and projects.

For me, the university was just not enough: I needed to understand what it means to be a designer.

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PARIS SOCIAL DIARY: When did you create your first collection ?

DANIEL w FLETCHER: My first collection was actually my graduate collection in 2015. It was Spring- Summer 2016. I graduated in the summer and then we launched it in stores in January 2016.

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PARIS SOCIAL DIARY: Why did you choose Men’s clothes?

DANIEL w FLETCHER: It came naturally to me. I am a man and I ike to design clothes that I would wear myself. On the other hand, it is also a challenge to be envolved in Menswear because it’s a temptation. When you study in a university you choose a thing and then you make a dress based on that. But when it’s a man, it is different. You have to think actually in what do men want to wear and how you can reinvent things.

You have to be a little smarter. You always need to have some design details that make people want to have it and feel special with it.

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PARIS SOCIAL DIARYHow would you describe the Daniel w. Fletcher man?

DANIEL w FLETCHER: He is someone who is interested in luxury clothes and he is also classic. He is someone who wants something that feels special. It could be a 38-year-old man buying some more sporty pieces or a more classic older gentleman in his 40s buying one of the tailor clothes.

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PARIS SOCIAL DIARY: What is different from your brand than the others?

DANIEL w FLETCHER: Well I think in London we don’t get really a transfer like casual streetwear brands and more formal tailoring and luxury brand. So it was something “where I wanted to apply”. There was not so much of this style. There are streetwear levels and I think it was something missing: a young brand, I wanted to bring something that have an english feeling into it, and also something kind of classic with a modern edge. It was like a gap.

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PARIS SOCIAL DIARYHow come you decided to stop what you’re doing before to start your own brand? You always knew it?

DANIEL w FLETCHER: Actually no, I never claimed to do the labels right away. The thing that made me do it was when my graduate collection was bought. I though: “well, its amazing to have your graduate collection out in a store”. When we launched it in January last year, it sold very well like in ten days.

From when I graduated until it go to stores it was around five months to do all the production. It was really fast. But for as the design, I spend like nine months because it was a university project.

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PARIS SOCIAL DIARYWhere did you make the fabrication and design? Do you have a design team? How important is funding?

DANIEL w FLETCHER: The fabrication and design is done here in London. I don’t have partners yet, because I think you have to find the right person. It is like a marriage and I don’t want to get compromisted with someone that I will not connect at all.

This season we did 12 looks. I prefer to do fewer and make them rs strong. In my team there are freelance, interns and  different manufacturers. Also, Iim really open to bringing other people to collaborate.

My main goal is to have something that tells a story. Last season I wanted to use the collection to spread a positive message, I like to do real stuff . At the end of the day it’s about clothes but it’s not just that. Pretty much everything is designed by me.

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PARIS SOCIAL DIARYHow it started? How you get to LVMH Prize? What does it mean to you?

DANIEL w FLETCHER: Someone recommend me to apply, so I did it and they picked me and contact me to say I was one of the twent-one designers. It was kind of a rush and then two weeks later we went to Paris.

We met different buyers and press. It was such a good experience. It was amazing to see there some brands and designers that I am fan of and also have them to see my collection there, I felt really honored.

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PARIS SOCIAL DIARYWhat would you tell the younger generations? Is age important?

DANIEL w FLETCHER: I recommend the young designers who wants to launch their brands to go into it with no expectations. It is also very important to have experience working with other brands and also to have fun with it. Just do it. You need to be really passionating in what you are doing. That’s the key.

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PING PONG

PARIS SOCIAL DIARYFavorite source of inspiration
DANIEL w FLETCHER: The same artists library

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PARIS SOCIAL DIARY: Favorite artist in London
DANIEL w FLETCHER: Peter Doig

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PARIS SOCIAL DIARYFavorite collection of all times
DANIEL w FLETCHER: PRADA at spring- summer 14’