Getty Images / Victor Boyko

Designer Aitor Throup is prepping the launch of a new menswear label, WWD reports, a brand that Throup insists is 15 years in the making. While the name of the label has yet to be announced, Throup says that he will tease the collection later in 2019 before officially debuting it in 2020.

In speaking with WWD, the former G-Star creative directer reveals that the menswear label is “the biggest thing I’ve ever worked on, I’m nearing the completion of my vision, which has been 15 years in the making, and I’m near the end of it.”

The new line will serve as a followup to Throup’s conceptual men’s label, New Object Research, which debuted in 2013. He suggests that the upcoming project is a natural progression.

“New Object Research was a part of this process, this exploration that has allowed me to develop a new platform, a new brand, a new vision that will be my lasting and permanent statement in the fashion/art context,” he explains.

Throup’s new label, which he says is a “conceptual exploration of all the narratives as metaphors for my own story,” will be developed in his A.T. Studio located in London.

“When I did my last New Object Research show in 2016 it was the beginning of the realization that I have gathered the tools and the ability to create a design language, a point of view that is self-enclosed, a self-enclosed design system that allows me to have a voice as a designer and as an artist that doesn’t have to be about something else. They can be an expression of who I am,” he goes on to add.

In addition to G-Star, Throup has honed his craft working for the likes of Stone Island, C.P. Company, and Umbro. Again, he is slated to tease his new menswear label later this year before officially debuting it in 2020. Visit WWD for more on the story.

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