SPRING 18 | MY BUSINESS IS PLEASURE

Presenting a summer fantasy of buttery cottons and light-weight linens, the SS18 collection “My Business is Pleasure” has a notion of fluidity and movement, allowing you to strut your stuff with ease.

The collection takes it’s starting point from the early 80’s, when a new era of menswear was born. Thanks to films like American Gigolo, gone were the stiff, restricting silhouettes that had been the norm for decades and we were presented with a more laid-back and effortless style. The film’s protagonist, Julian Kaye’s character, who took particular pleasure in dressing became that of an icon.

Martin Asbjørn has continued to map out an aesthetic of sports-inspired tailoring for the collection. Laid back sports jackets, open neck silk shirts, unstructured silhouettes and relaxed leisurewear, the proportions are looser and free fitting.

Like all Martin Asbjørn’s collections, they are defined by his emphasis on tailoring, material choices and attention to detail. "The real trick to Kaye’s ineffable style in American Gigolo was all in the details, from the lazily rolled up sleeve to the suit jacket swung nonchalantly over a shoulder.” explains Asbjørn, "How could we forget Kaye’s regime of hanging from the ceiling of his LA apartment hotel doing crunches in soft grey shorts?”

Martin Asbjørn followed the continuation of 80’s fashion into the early 90’s, finding influences in the bold colours and emphasis on sportswear, with oversized sweatshirts and hues of pastel.

My Business is Pleasure is a carefully considered collection of elevated wardrobe staples that will be available online and in stores world wide from February 1st 2018.

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