Brand to Know | Raey
Since launching an in-house clothing label last year, online shopping destination: MATCHESFASHION.COM and Raey have been dually flourishing. The British online store has managed to maintain a strong retail presence whilst providing it’s very own luxury clothing offering. Raey have just dropped a classically appropriate new AW16 collection as we approach cooler climes in the Northern Hemisphere. Leaving no global shopper behind, the range is committed to a clean, masculine and practical aesthetic while building the foundations of a man’s wardrobe.
Rachael Proud, Raey’s creative director of menswear chats to us about why the brand is one to keep your eye on.
HOW WOULD YOU DEFINE THIS RANGE IN 3 WORDS?
Subtle, Luxury, New, Lasting. That is 4 words, but that is the rule breaker in me!
WHO WILL BE WEARING IT?
Someone who recognises and appreciates quality, and is confident in their own style.
THE COLLECTION HAS A TIMELESS FEEL WITH CONTRASTING FABRICS ADDING A CONTEMPORARY TOUCH. WHAT WAS THE INSPIRATION BEHIND THE COLLECTION?
We feel like we know our customer really well now, and we see the sales reactions that back those instincts up, so we try to answer the needs that they have, our mood boards are pictures of people whose style we love, or who have a certain attitude, and then we try to translate that into the collection. We like that our customer is loyal and feel we are building up a conversation with them consistently. The collection rolls through the seasons so there isn’t one specific inspiration.
YOU WERE CURRENTLY DESIGNING FOR TOPSHOP AND CHRISTOPHER KANE. HOW IS IT DIFFERENT DESIGNING FOR AN IN-HOUSE LABEL? AND DESIGNING FOR MEN?
As we consider Raey a label that is exclusive to MATCHESFASHION.COM we really operate much as any independent label would. Ultimately the vision for Raey is to create brilliant pieces that work for men and women in a very easy, natural way. Even with some of our more flamboyant pieces, we have a raglan coat for men in leopard print for instance, there is a real element where I would hope our man and woman just puts them on in the morning and then forgets all about them. Menswear is far less trend led than womenswear and we find fit is key, and whilst men like interesting detailing it has to serve a purpose and not merely act as decoration, and we really apply that over to our women’s collection as well – we think of it all as one brand with ‘who-wears-what’ less of a concern. Everyone in the studio buys both men’s and women’s regardless of their gender so we just apply that to the way we design really.
CAN YOU LIST THE KEY PIECES IN THE NEW FALL COLLECTION?
We’ve taken some traditional fabrics and used them in an unusual way. We have a zip through jacket in hound’s-tooth check which is like an upscale tracksuit top. I love it. There’s also have an oversized coat in the same fabric. We’ve reworked men’s jeans creating the ‘submarine jean’ that is really slouchy and does not follow the usual five-pocket formula – they have a patch pocket at the front and have a back waist belt so they can be adjusted as we didn’t even add belt loops. They’re really slouchy but still have a clean silhouette.
