House of East-Enders
Interiors brand House of Hackney has brought its signature bold prints and patterns to a capsule collection for Asos, says Rebecca Gonsalves
Fashion has long been woven into east London’s colourful heritage. Ever since the Huguenots escaped from persecution in 17th-century France, Spitalfields and its surrounds have been a hub of the textile and garment industry.
So it’s a shame that for years the prevailing world view of east London was that depicted by the residents of Albert Square. While you could no doubt find a Hackney-dweller in a pair of Pat Butcher-esque earrings or a silver Puffa jacket in homage to Bianca Jackson, it would be worn ironically, with tongue placed firmly in cheek.
Founded in 2010, House of Hackney is one of the brands that bear the modern mantle of those French immigrants. The work of husband and wife Javvy M Royle and Frieda Gormley, the interiors-led brand started life producing bold prints that nod to traditional motifs, with a wink to the alternative, too.
Now the online retailer Asos has recruited Royle and Gormley to create a capsule collection. Dubbed “Dalston Tart”, the 18-piece collection mixes House of Hackney’s signature rose print with plenty of plaid and tartan, creating a punkish sensibility in keeping with its neighbourhood.
“House of Hackney is inspired by where we live and work,” says Gormley. “It’s a melting pot of different cultures, people and music. An east London edge is subconsciously woven into all of the pieces we design.”
The duo’s design process begins with a print and a colour palette, though “not every print is suitable for both interiors and clothing,” explains Gormley, who has worked with neoprene and brushed wool to create the collection. “When designing clothing we keep the shapes and silhouettes contemporary. We want the clothing to feel modern and clean. This particular collection is inspired by the grungy Dalston-girl aesthetic, as well as evoking a more traditional British mood with the use of tartan and rose print.”