When I design a new collection, I often look back at previous ranges to reflect on what was loved, what needed some improvement as well as what wore well. It is so important to me to design pieces that are not only versatile and timeless, but last season after season.
Finalising the Direction Jersey styles followed this method. I looked back at FOLD and reflected on what you guys loved about the jersey styles: the fabric + quality and the simplicity and versatility of the designs.
But I also took on some of our customer feedback and made some improvements. I decided to remove the side slits, improved the sizing on the tank (I may have gone a little overboard with a ‘relaxed’ fit last season and found a lot of people needing to go down a size) and also swapped the tee dress for a gorgeous new tank dress.
Getting feedback from you guys is so important for me because it allows me to improve my designs and also gives me the confidence that I’m creating pieces that you will love. I don’t want to be depleting the Earth’s resources to create things that aren’t going to be loved.
Even when picking out the colours for this season, I listened to the LH community. At the beginning of the design development process I popped up a poll on our Instagram asking what jersey colours you loved, as well as what stripes to use for our beautiful stripes pieces that will be coming soon (Drop 2 is planned to be up and online beginning of October!).
I remember going through all the results and, when I saw how much you all loved the beautiful Pistachio, I knew I had to use it. I actually hadn’t intended on using that fabric but knowing that it was a colour you all loved gave me the confidence to go for it and invest in something that I thought was “risky”.
I’m already so happy and honoured to see you all loving the new jersey pieces and I really can’t wait to share the rest of the range with you. Like all LH pieces, our jersey was proudly made in Melbourne and by the incredible team at CGT. It’s quite beautiful to think of all the different hands that have been a part of these pieces’ life, beginning with the farmers who grew and picked the cotton. It is so important to me to use GOTS-certified (Global Organic Textile Standard) cotton so that I know that they were treated fairly and weren’t exposed to any nasties. Then the Japanese mill who knitted and dyed the fabric and then carefully packed it up to ship over to Australia. And then delivered to the team at CGT in Melbourne who cut, sewed and pressed it. And finally, to you, our customers, who now get to enjoy all the work all these people did to create your LH jersey piece. We hope you love these pieces as much as we do.
Shop our summer jersey styles HERE