American brand Shan Huq: Logos, baroque prints and funny inscriptions

IN THE WEEKLY RUBRIC "NEW MARK" we present young designers and tell them where and why to buy their things. Our hero this week is Shan Hook and his eponymous brand based in Los Angeles.

The creator of the eponymous brand, Shan Hook, is only twenty-one. He is self-taught and moved from Los Angeles to New York, for the sake of his own business, a city where it is easiest for a young designer to realize himself. It was a year ago, a month before the debut of the New York fashion week. The show, which took place in St.Mark's Church, allowed him to draw the attention of such publications as Business of Fashion and Dazed, greedy for young talents. Sheng admits that he wanted to design clothes since he was eight years old, but only the negative experience of studying at a business school (“I hated her”) made him seriously think about making his dreams come true.

Now on the account of the designer three full collections - and all are completely different. “I don’t want to be someone who does the same thing over and over again,” he says. If something unites them, it is the inspiration of youth, the people who surround the designer. The starting point of the first collection was not only teenagers from US provincial cities, but also several films, one of which, “Lilya forever,” is especially close to residents of the post-Soviet space. The uniform of the suburb - checked shirts, cargo shorts, short shorts, pants and olympic shirts with stripes - Hook combined with worn sneakers and sneakers. Both boys and girls demonstrated them. However, in the newest collection of the brand - the spring-summer of the next season, whose presentation was held in Paris - there is a clear distinction between male and female. "The expression" gender clothes "today loses all meaning and becomes only clickbate," says the designer.

Huge logos on sweatshirts, inscriptions on T-shirts, hoodie, transparent dresses, satin jackets with bright baroque print - the latest collection of the brand looks simple and clearly aimed at commercial success. There is an explanation for this: Sheng believes that, first of all, clothing should be sold. Considering the scope of ambitions at such a young age, it is quite possible to await the creation of your own empire from a dignnier.

I usually need about two months to work through the idea to the end. I think about the concept and gradually bring it to perfection. If I immediately did the first thing that occurred to me, my clothes would be ridiculous. It is necessary to discard unnecessary and filter - again and again.