IHUK - A day in the life of….

[tody]

But then again, we're probably not the main target audience for the lookbook anyway. I can totally see the need to put the lookbook on a professional level, us forum members will get the crew pictures anyway in due course.

[Matt]

We’d buy this shit if monkeys were wearing it.

[DrPat]

@Alex yes, I mean the older ones. I remember the photoshoot of you guys playing pool in a bar being particularly good.

However, I also liked the ones with Olly. Even before I had the chance to meet him, I thought his look matched very well with my idea of what Iron Heart should be.

Obviously this is my person opinion and no criticism of the models' character, but I just don't feel a connection to an undercut / man bun / hipster beard clone that looks identical to all the guys in the ads that I try to ignore.

[goosehd]

@Matt You’ve inspired me on more than one occasion…take from that what you will

[Karol]

@Matt @goosehd

[Nik]

Monkey model look book is a fun idea

[Matt]

I thought that immediately after I wrote it.

[Mizmazzle]

@popvulture this is my take as well. Love that IH is more an everyday man’s type brand…not the chiseled model, high fashion type vibe. Guess growing the brand comes with bringing in the good looking!

[Matt]

Fooey. Weve been doing just fine without good looking people around here for years.

[goosehd]

@Matt Yep…look at most of the pictures pre 2015 and that model

People still bought stuff…

[Matt]

We bought it in spite of the “model.”

[DrPat]

I’ve been doing some thinking about why these models rub me the wrong way. I believe it’s because their hipster vibe is so strong and the association between hipsters and false, or at least purchased, authenticity. I don’t want to think of IH as just another accessory to go along with a fixie and a pork pie hat.

[goosehd]

@DrPat Good argument (or observation) there...

[SKT]

This post is deleted!

[AdamJ]

@DrPat We go to great lengths to choose our models, as well as the vision we have for the look book itself (once we've seen the collection). We've experimented with different types of "looks" for lack of a better word, over the past seasons. Brendan, Ritchie, Olly etc. We want the clothing to stand out and look great, and after shortlisting multiple candidates Rudi was our first choice, for this collection.

As handsome as all our staff are, we can't quite achieve the same result when using them so sourcing models is the best choice, as is the approach most brands out there take. You guys on the forum know us well and that makes it easier for you to base your choices off seeing us in the gear, which is why we share pics of us wearing the clothes, share our sizing. This is something we currently, and always will do.

But for us to continue to grow and deliver great products season after season, it's important that we continue to develop our audience, and that is achieved by appealing to a wider demographic. Our line is that someone is more likely to think "Damn that jacket/shirt/outfit looks cool" by seeing it on Rudi, instead of me.

We're not changing the direction in any way, and I feel strongly that this collection and look book is one of our strongest to date. Look forward to you all seeing the final product

[Matt]

@AdamJ don’t sell yourself short.

[markus_berlin_]

I think a lookbook like this is a great way to get a little insight into what you can look forward to in the new season.
But I personally don't care who is wearing the clothes in the pictures.
Because I make my purchase decision in the shop or when I look at a live preview.

And as @Matt says,

We would buy that shit even if monkeys wear it

That's exactly how it is!

And if need be, I'll do the model job

[Matt]

A forum modeled lookbook please and thank you.

[endo]

^ %

[flannel slut]

Forum model lookbook maybe also a forum model calendar? Decka December anyone?