Surf culture has always been inextricably linked to streetwear. While the ‘80s and ‘90s saw urban regions like New York draw upon skate culture to inform streetwear, oceanic areas like Sydney and California were heavily influenced by archetypal surfer style.
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Joining the few authentic surf labels on the market is Haydenshapes. Founded by multidisciplinary designer Hayden Cox in 1996 at the tender age of 15, Haydenshapes has been credited with revolutionising surfboard design and innovation.
Over a quarter of a century later, the brand is delving into clothing, with the launch of a ready-to-wear capsule, dubbed ‘Acetone’. Comprising 35 pieces, the debut collection draws from the brand’s surfboard roots, with brand codes incorporated throughout; starting with the name which comes from the utilitarian acetone drums found around the Haydenshapes manufacturing studio.
“It has been a long-term goal of mine to introduce ready-to-wear to Haydenshapes, but I wanted to spend the time to lay the foundations in the brand prior to jumping in,” Hayden Cox tells Albert Review. Indeed the move is no hasty one, with Cox taking a few years to lay the groundwork for a ready-to-wear range, connecting with like-minded creatives and building relationships with retail partners.
The Haydenshapes Acetone collection takes a multifunctional approach to attire, with technical elements incorporated into both active and leisurewear. The contemporary construction methods and design ethod applied to the surfboards created at Haydenshapes extend into the sartorial realm, with details like up-cycled buttons made from surfboard waste and custom ‘leash plug’ inspired metal hardware incorporated in the debut collection.
“There is the surf lens based upon the 25 years I’ve been designing and building surfboards with more of a utilitarian influence from the studio, but also a contemporary lens that lends itself to many of the other projects and interests we have outside of surf,” says Cox on his approach to the collection. “Everything I’m working on is interconnected in some cool way, with materiality being a common link.”
Fabrics across the collection were each custom sourced and woven to suit the signature cuts and silhouettes, with structured Japanese cotton twill, peached nylon, organic cotton jersey, and French terry taking centre stage. While Acetone undeniably speaks to Haydenshapes’ origins and unique DNA, you needn’t be hanging ten on a regular basis to appreciate the collection.
“We started within the surfboard factory for inspiration and wanted that to translate as a story within a more contemporary collection,” explains Cox. “I feel this would appeal to a customer that appreciates the design details in fabric and silhouette but still wants to have fun with it all. It’s not necessarily for surfers, but something more broad that speaks to everything that I work on.”
The Hadenshapes Acetone collection is available exclusively via the Mr Porter webstore.
Words by AR Staff
