It was with serendipity, just as the first AW17 shows were coming through, that I walked past the The Cords & Co. stand at Pitti Uomo in January last. I won’t bore with the fashion clichés of corduroy being the cloth of kings or geography teachers, but what you do need to know is that it’s everywhere and the main trend story for AW17.
Left - The Cords & Co aiming to be “the world’s first corduroy brand”
Giving themselves the title of “the world’s first corduroy brand”, this new Swedish brand is hoping to be to corduroy what Levi’s is to denim and you wonder why nobody has tried this before. They probably have, but not within the last couple of decades in my memory.
The Cords & Co is going big, planning to open 6 flagship stores in New York, Paris, London, Los Angeles and Stockholm, - doesn’t say where the sixth one is?! - as well as a global online shop and plus wholesale partners.
Right - The Cords & Co - Cut Poppy Red - £180
“The Cords & Co is created by a passionate group of people united by a shared love of corduroy. By exploring new ways to work with corduroy in our Stockholm design Studio, highlighting its long but little known history, and working closely with a carefully curated group of collaborative partners and cultural tastemakers in each of our flagship city locations around the world, we’re excited to share our unique story of a fabric everyone has a connection to, yet no other brand has dedicated themselves entirely to it,” says Omar Varts, CEO.
It’s about time corduroy got some love. A practical yet smart material, it’s an easy option especially in the simple styles The Cords & Co. are offering. The best look is matching you jacket to your trousers to give you a 70s casual jean-suit feel.
The brand's images are a bit disappointing for a launch, keeping it too simple and I just hope they give the stores more life and branding as corduroy is ripe for personality and Scooby Doo adventures.
Below - The Cords & Co - Trousers - £125