Despite some obvious heritage influences, Australian brand Whillas & Gunn aim to provide a different experience with its apprel, both embracing the past and looking forward to modern times and future styles. This hybrid style of theirs is a hallmark of the brand’s dedicated approach to fabrication and quality with over four decades of expertise in the field. The collection’s seasonal theme is best conveyed through the press release below.
Let us start by making something very clear – Whillas & Gunn is first and foremost a new brand, so its not a heritage brand folks, its a contemporary menswear brand with heritage … spot the difference? The deal is simple and clear – W&G is riding the hybrid between a family business bestowed with honorable working class values and a respected heritage whilst also embracing a passion for the future, escapism and style portfolio that knows no bounds.
Yes W&G is one mans endeavour, yet it is also the result of one families ability to manifest their own destiny across the last three decades in the garment industry, staking their lives and livelihoods on what they believe in. The W&G family has been up to their knees in the garment industry for over 4 decades and with the Whillas&Gunn brand fully intends to be around for 4 more!
Its generational progression, its obsession, its a labour of love with pride and recognition in what has come before, yet with a direct and deliberate nod to the future and today’s menswear direction.
For AW10 Whillas&Gunn utilize a heritage infused aesthetic that harks back to a time of outlaws and prospectors in Australia’s rich history, thus providing a compelling, contemporary tailored silhouette that will act as a stylish and durable uniform for today’s stylish man.
Work-wear utilitarian fabrics take the lead on the heavier key piece garments using wax and oils derived from the land to treat and accentuate the fabrics giving an unsurpassed and genuine ‘feel’ to the look. Overcoats, suiting and waistcoats are prevalent in the collection adding a smoother sartorial element and greater depth in fabrics to the more rugged quilting, waxed canvas’ and leather ‘aviator meets gold prospector’ aesthetic. Think Howard Hughes, Nick Cave, think. There will be blood, think Josie Wales.