EXCLUSIVE: William Richard Green Menswear A/W12 Film

The designer premieres his new film, shown at London Fashion Week's MAN day

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Ahead of his London Fashion Week presentation today, we chatted to menswear designer William Richard Green about his collection, the inspiration behind it and the clip filmed alongside the Thames last week. Shown here exclusively on Dazed Digital, the film looks closer at WRG's football-inspired aesthetic - perfectly portrayed in Morgan O'Donovan's filmed narrative about soccer hooligans meeting ahead of a game.

When I started I was looking at the football hooligan scene and how that was effected by the rave culture at the end of the 80s. It has quite a utilitarian aesthetic, like a uniform with simple shapes and purely functional detailing

The monochrome palette is broken up with orange colour injections, and the oversized white polka dot print adds a touch of playful humour in the otherwise dark collection... As a part of London's young and thriving menswear scene, William Richard Green is not only one of the players but a team captain!

Dazed Digital: What inspired the collection?
William Richard Green: When I started I was looking at the football hooligan scene and how that was effected by the rave culture at the end of the 80s early 90s. It has quite a utilitarian aesthetic, like a uniform with simple shapes and purely functional detailing. The fabrics, as always, are sourced only from British mills. The collection is robust and masculine but with playful side to I think.

DD: It's football-influenced... do you generally describe your style as sportswear?
William Richard Green: No not really, but I think every season I want to make to more clothes I would wear, and as I'm becoming more of a slob I seam to only wear jogging bottoms, I figured it would be a good idea to make smarter ones...

DD: Tell us about the film... where was it shot? What's the narrative?
William Richard Green: We shot the film on a few locations, the first two were really far east on the Thames past the airport, and the other two were more local to the studio. The Narrative was to get a kind of match day feel, with a shared feeling of rising anticipation.

DD: What can you say about the team and the casting?
William Richard Green: The models were boys from agencies and street cast who we thought had a look of a bit of a British lad. It was directed by Morgan O'Donovan who was amazing, it's was so fun watching him doing it, he had just bought a new steady cam and was like a boy with his new presents on Christmas day.

DD: What have you got planned for the LFW show today?
William Richard Green: I'm doing a static presentation with Fashion East, I have six models the film playing and a table football obviously, so if you're around come have a go!

DD: What's next for you?
William Richard Green: I'm going to Sri Lanka to show at Colombo fashion week! I'm doing a show and a few workshops with fashion students out there! I'm so excited... bring on polka dot shorts and sunnys!

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