Bucking the traditional model and pioneering a new approach, award-winning design duo Ada + Nik will unveil their first trans-seasonal collection aptly named "ADA + NIK: HYBRID" on 20th January at Paris’ Menswear Fashion Week (Paris Men’s).
The London-based duo, consisting of couturier Ada Zanditon and creative Nik Thakkar, currently counts Harrods as a stockist and in September 2015, were selected to receive the prestigious Gen Art prize and showed at New York Fashion Week. They are continuing to push boundaries as a business in addition to their forays into wearable technology.
Ada + Nik comment, "We are bringing quality, brand creativity and our signature aesthetic to the forefront with this development, instead of catering to the traditional seasonal calendar which has been rendered irrelevant by the digital world."
Since Ada + Nik's debut at London Collections: Men, five seasons ago, the duo has partnered with commercial giants including Coca-Cola, Motorola and Nike, invented commercially viable wearable technology pieces including the world's first camera-enabled jacket and pursued various charitable and CSR ventures for their sustainably intelligent menswear brand (Oceana, Greenpeace, St Paul's School in East London).
Commenting on the pace and speed of the traditional RTW model affecting brands and designers (such as Kris Van Assche, Jean Paul Gaultier), Ada + Nik continue, "With a growing majority of our menswear being bought online, trust and timelessness is a massive factor for our customers, and that is what we are providing - in a time when trends no longer exist."
With menswear departments at all three major London department stores currently revamping their offering to fit a less seasonally driven aesthetic, Ada + Nik is the first menswear brand to pioneer the trans-seasonal model and move forward in a direction that has already been hailed by industry influencers such as Nicola Formichetti as the future of the business.
Ada + Nik's first trans-seasonal collection "ADA + NIK: HYBRID" will be unveiled at Paris Men's on 20 January. Ada + Nik is currently in conversation with various high profile fashion investors to develop the business further in 2016.