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On a week that the clever staff at my university dedicated to 'reading', I got incredibly bored. Only so long can one glaze over legal doctrine and moan about “how much reading we have to do”. So I decided to scrap the reading and head down to London. My time there was great. Not only was I replenished with money, food and warmth from home, but – and more excitingly for the blog – I spent most of my week interning at the Marketing, PR and Design offices of Scottish menswear brand Lyle & Scott.
Situated just off Oxford Street, Lyle & Scott's creative headquarters are exactly what you would expect: cool views and even cooler dressed people. This is just as well, given that most design and artistic decisions for the brand are devised here. My job, however, was to learn about the mysterious world of Digital Fashion and see how one can best utilise links between social media, blogging and fashion. Tasks included trend research, street snaps, creative writing and SEO – more posts coming soon … perhaps?
One of the week's highlights – on par with spotting Chris Evans and asking him for a street style snap – was getting a bit of a sneak peak at Lyle & Scott's new style directions. Somewhat unfairly, many people (including me) have had preconceptions about the brand and its appeal in the past. Lyle & Scott however, is very much a forward looking brand with different ranges that many are not aware of:
Club: Lyle & Scott originally started to make waves in British golfing circles around the 1960's. Patrons included the accomplished British golfer Anthony Jacklin and comedy legend (and golf enthusiast) Ronnie Corbett. Club remains very much a range that is practical and suitable for today's golfer.
Prestige:Prestige is a recent range developed by the folks in London to follow in Club's golfing tradition – with an added twist. Gone is the distinctive gold eagle to be replaced by a shield insignia as to attract the more social golfer who is a “ discerning gentlemen and classic dresser”.
Vintage: This is the Lyle & Scott most of us know. This range is characterised by that famous golden eagle on polo shirts and v-neck sweaters, and popularised by everyone from Simon Amstell to the members of Boy Better Know. Items in this range are typically aimed at the younger market and come in cuts to reflect this. Some of my favourite pieces yet to hit the shops will be featured later.
Heritage: As the title suggests, this range aims to harp back to Lyle & Scott's 1874 Scottish roots. This is a personal favourite range due to its peppy feel and more sophisticated construction. Heritage features a red eagle and embraces British and Irish knitwear tradition.
All pictures were taken by The Taste Level, 'Like' and visit the Facebook page for more.