Luke Storey models James Long’s inaugural Iceberg collection, which reinvigorates the era that put the fashion house on the mapIceberg, 2016
“I don’t even know what it is I do. I just try and make something out of what is in front of me,” shrugs Luke Storey. Which is his self-effacing way of saying he dabbles in a lot of different things – modelling, acting, DJing and fashion design, to name a few. On any given day, he can be starring in a fashion campaign, printing tees for his own fledgling streetwear label or travelling on tour with Professor Green. He has also recently finished filming his lead role in Pull Up, a drama set in west London that follows the life of an aspiring DJ.
Storey is, in many ways, representative of a new breed – one that flits from one creative field to the next, filtering a seemingly disparate range of influences into one single and coherent worldview. His own personal style is a reflection of this, too, blending streetwear and vintage in a mix of references both old and new.
There is, then, perhaps no better time for the coming together of the polymath and Italian fashion house Iceberg, whose AW16 offering takes a similar approach. The collection mixes the kind of playful, Disney-inspired graphics that saw the label gain prominence in the 90s – particularly among New York rappers like Jay Z and Nas – alongside a contemporary take on sportswear. But rather than simply re-releasing archive items, the self-referential 90s pieces and their contemporary iterations (modified emoji references embroidered on bomber jackets) have been delivered with a self-awareness that feels decidedly current.
For Storey, it is the “colourful, cosy jumpers with the extra long sleeves” that appeal most. With an ever-changing schedule that can see him crossing continents at short notice, “it’s comfort over everything”, he says. Recently Iceberg appointed the acclaimed designer James Long as creative director. Renowned for his own experimental approach to menswear, the Royal College of Art graduate joined Iceberg in November 2015 and debuted this collection, his first for the brand, in Milan earlier this year.