Craig Green, one of the most hype designers of the last generation.
Born in 1986 and originally from London, the rainy city. He graduated in Fashion Design from Central Saint Martins in 2012, the year in which he opened his own brand under the name of “Craig Green”.
Only one year later, in 2013, the first collection and her first fashion show appeared together with a collective of designers for London Fashion Week. Two years later, from 2014 (when he won the British Fashion Award for Emerging Menswear Designer) onwards, Craig is ready to run the show independently, achieving considerable success among the younger generations, who love his pieces.
Why do new generations love Craig Green so much? Probably the answer lies in the designer’s love for Japanese aesthetics, so to speak, “old school”.
Many of his pieces reflect the oriental style, with a greater focus on Japanese samurai: the workwear jackets (one of the most iconic garments that Green has ever produced), often produced in materials such as nylon, have micro-quilting, laces and of the lower movable panels that recall the protective iron plates of the armor of the historic Japanese warriors.
With contemporary aesthetics, which owes a lot to the oriental world, the manga world mixes with streetwear, from the most recent to the least recent, up to taking some traits from the hip hop of the 80s90s. The images of Japanese comics and television series that were born from them later, also called ‘anime‘ for the less passionate about the subject, are increasingly insinuating themselves into the collective imagination. Craig Green is hype because old Japan still makes a lot of hype.
I was reading an interview a few days ago with the Canadian illustrator Moya Garrison-Msingwana and it is not difficult to realize that among his drawings, in addition to finding faithful reproductions of famous characters who have made the history of anime and manga, there are even contemporary characters. And the most interesting discovery that can be made with a quick glance at these designs is that, comparing the characters, their way of dressing is not so different: over, layered, soft and street at the same time.
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Green’s garments are appreciated by the streetwear public and his revival of Japanese clothing, at these points, is no coincidence.
The designer is also a contemporary conceptual artist. His installations often accompany fashion: in the lookbooks, in the background, we sometimes notice one of his works that is there to reinforce the concept that the artist wants to communicate to us. Large and mammoth installations are an integral part of his creative process. Craig Green’s samurai giants are modern sculptures, made with different materials: from simple wooden panels to fabrics, up to the use of colored ropes.
The success has allowed the designer to experiment and collaborate with some of the most creative brands of recent years. One of the most important, which has been going on for three years now, is the one with Moncler: the drama, almost theatrical, of the garments made for Moncler has given life to a new down jacket concept, which once again thanks to the concepts of “over” and mammothness, trace the passion for samurai and the Japanese world. But he also collaborated with Champion and Adidas, showing his flexibility and versatility.
But above all his love for streetwear, a world that made him the designer he actually is.
Craig Green x Moncler:
Craig Green x Champion:
Craig Green x Adidas:
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