FASHION - Chess London Makes its Move

Fashion label Chess London celebrated an official launch last week with an exclusive party at Home House, London and I was on the inside for a sneak peek at the new collection. Although created in 2010, the latest collection and press launch coincided with the brand's website going live, take a look at Chess online now.

The best part of the event was getting to see the clothes up close and talk to the lead designer behind the garments. It was interesting to chat to Ali (pictured above) about making clothes that men already want rather than trying to tell men what they want. It's not always creating the newest, most original and outlandish piece for men, it's about those wardrobe must-haves they already know and love and then making them at a better quality and with a better fit than a guy can find elsewhere. Fabrics are sourced from across the world, with many woven in the UK and all finished using traditional techniques.

Seeing the clothes is also about touching them though... The knitwear was so soft and luxurious and the blazers and tailoring looked smart, well-made and well designed. Crisp white shirts were also great quality and smartly styled while the aviator jacket proved popular, especially with Maketh-The-Man. Overall, the collection is filled with classic fashion in timeless styles, and while it won't win any awards for bringing something new and innovative, it does offer a stylish wardrobe for the modern gentleman (if he can afford the price tags).


Showing support for the brand were a whole host of fabulous menswear bloggers, as well as brand ambassador Mark Hunter (Olympic Rower and gold medallist) and footballers Keith Andrews (West Bromwich Albion), Jason Roberts (Reading) and Jermaine Jenas. DJ Spoony even spun some old school soul and R&B tracks. I had the chance to catch up with Jai'me London Boy too, who covered the event for his blog Boy Meets Fashion.

Read the full 'story so far' of Chess London

Below are a few more snaps from the event, view more at the Chess London Facebook page.