After 6 years in the making, the conceptual designer and artist Aitor Throup has revealed his first full ready to wear range, titled 'New Object Research.
The launch of this long awaited menswear product line took place as part of London Collections: Men on Tuesday the 8th January.
The presentation consisted of multiple suspended life-size human sculptures each wearing different iterations of the four complete outfits, collectively made up of the unique 20 piece collection. The event also featured a live soundscape by Sergio Pizzorno (Kasabian) who performed an exclusive sonic composition inspired by Throup's varied themes, with references varying from Hinduism to Mongolia.
The event represents a key moment in the path of the critically acclaimed designer. Throup has continuously challenged the cyclical structure of the fashion industry, refusing to launch a commercially available line, and has finally managed to create a unique business model which allows him to showcase his product innovation periodically, whilst being able to work on new concepts without any pre-determined time constraints or seasonal pressure.
The launch of the brand was originally announced in June 2012 during London Collections: Men, at a special event hosted by Sarah Mower and Tim Blanks, which also consisted of the reveal of the first commercially available product, the 'Shiva skull bag', which will launch in stores globally in February.
In October 2012, the Aitor Throup studio released four further archetypes exclusively through Dover Street Market in London as part of DSM's 'open house' event coinciding with Frieze Art Fair.
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