Creativity in Underwear – Drake and Hutch
Drake & Hutch participated in our Creativity in Underwear. They are a great British Brand. Read what they have to say!
Our readers love fun underwear. What makes fun underwear for your brand?
I set up D&H because I wanted to create a Brand that showed real British character and our sense of humour. Initially we started with fun preppy prints in vibrant colours as a way to turn something as simple and every day into a talking point. Over time we have developed a more subtle approach including things like fun card inserts and cheeky messages on the underside of our garment labels. While we pride ourselves on the quality of clothing we make, we don’t take ourselves too seriously. We have a great deal of fun designing each range and it’s important that this shows through to the customer in the final product.
Do you have a Philosophy about creating underwear? If so what is it?
Whenever you mention underpants to someone they smile/laugh. Our philosophy is based around this, we want to make great quality great fitting every ay essentials that make you smile when you put them on.
In one of your recent pairs/lines, what was the inspiration behind creating it?
One of the first ranges we launched had preppy prints that were inspired by the prints you find on classic British made ties. Our own background is in British tailoring, so it was a way of having fun and demonstrating our heritage.
It took a few goes to get the colours right and our in-house design team took some very traditional prints and made them more modern without loosing the sense of tradition or fun.
If this is a pair you designed before the previous collection, how did it influence other pairs/lines going forward. If a new pair, is this pair/line going to influence more collections in the future.
We loved the fun preppy prints, but going forwards we are moving to a more simple colour pallet with key colours to create our new multi pack offering. Our details have become more subtle, but still demonstrate our sense of humor and the fun that we have designed the ranges.