Tune in to Agi & Sam

Agi & Sam celebrate fall/winter 2017 with an experiential show as part of London Fashion Week Men’s

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In partnership with The Woolmark Company, British label Agi & Sam presented a Merino wool-rich collection for the fall/winter 2017 season, bridging luxury with sportswear in a presentation with the world’s biggest online music broadcaster Boiler Room.

Comprising both men’s and women’s pieces, the world-first event fused music with fashion, with the runway staged against the backdrop of a legendary Boiler Room event, replete with a live soundtrack composed by Holy Other and supported by a collection of DJ sets, all set in London’s Welsh Chapel, a grade II-listed former Presbytarian church. The event was live-streamed on Boiler Room to more than 150 countries globally, uniting music and fashion fans across the world.

“This is a unique and original way to showcase the Agi & Sam collection in partnership with The Woolmark Company and a new direction for Boiler Room in terms of the dynamic of one of our events,” explains Boiler Room’s Head of Film, Joe Alexander. “The focus is on the clothes as much as the music, bringing the two together in a world first.”

The former Woolmark Prize finalists Agi Mdumulla and Sam Cotton agree, adding: “We have never wanted the Agi & Sam brand to be exclusive and opening our show as a consumerist event twinned with a live-streamed music performance really inspires us. Music is arguably the most honest and instinctual human art form and hits us in a powerful yet completely subconscious way, bringing to life our wool-rich collection.”


Composing an original soundtrack for the event, musician and producer Holy Other brought the two worlds of music and fashion together as Agi & Sam’s models were sent down the runway in wool shirts, trousers and outwear in a colour palette of red, black and white. “Taking the alien kinetics of UK garage, the euphoric highs of vocal house and the slow, sensuality of R&B, I created a soundtrack that’s as melancholy as it is beautiful, spectral and yet slightly at unease with itself," explained Holy Other.

Agi & Sam have worked closely with The Woolmark Company for a number of seasons and AW17 is no different, with the duo developing a Merino wool-rich collection. “Wool is one of the most versatile and innovative fibres in the world, and we have utilised a variety of techniques in order to reflect not only wool’s individual characteristics, but as a manifestation of the feelings of uniformity, togetherness and comfort that we are aiming to convey throughout the collections journey,” explained Agi & Sam.

“Merino wool’s breathable attributes were selected not only for its year-round capabilities but also for its unparalleled luxurious attributes. In this respect, soft worsted tailoring wools and heavier baratheas have been used extensively and act as the core backbone of this collection. Heavier melton wools were used across coats, trousers and outerwear but utilised in varying forms, including screen printing and lamination, giving an appearance similar to leather but one of luxury, modernity, and practicality including water resistance.”

Agi & Sam x The Woolmark Company are pleased to have the support of make-up by M∙A∙C, hair by AXE, footwear from Dr. Martens, and refreshments from Life water and Guinness.     

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