Think of white shirts as flowers. There is an abundance of them, and each can seem more beautiful than the last. There can also never be too many. Such is the case with LoveHard NYC, a recently-launched label with an entirely new strategy. Rather than deliver one collection with a smattering of shirts, pants, and dresses, the brand will release one 'series' at a time, presenting different versions of one piece—like a white shirt or navy trouser—each time. Series 1 consists of four different takes on the classic menswear button down.
Launched by Lindsay Cohen, who also heads up New York-based luxury retail and brand consultancy GogoLuxe as the creative director and market editor, the idea was born from a desire to break down the basic model of a traditional ready-to-wear collection due to how people are actually buying clothes these days. "Not everyone goes out looking for a full wardrobe at once," says Cohen. "You go searching for the perfect shirt, or dress, or jacket. I created a spectrum of styles based on one silhouette, so people can choose what works best for them."
With a new series launching each season, the idea for each collection is "to focus on a piece of clothing you always want to have on hand," she explains. "Your go-to item in your closet for day-to-day, as well as the first thing you grab to pack for a trip. The next series will most likely be an arrangement of blazers."
Cohen's vision stemmed from her years spent working directly with the consumer, rather than a traditional design background. "From a very young age I was constantly cutting everything up and reworking items. I have some really embarrassing notebooks filled with fashion thoughts/designs dating back to my middle school era," she says. "Because I never had any formal training I thought it was important for myself to gain industry knowledge and perspective before properly launching. I started to think about it in a real way approximately a year ago." Her inspiration however, comes from the way those consumers style their real wardrobes—the pieces that we pull out daily and can be worn over and over again. "I don’t have specific style icons, however I always appreciate people who dress for themselves. There’s always an element of ease that comes from that which I admire."