Errolson Hugh Talks ACRONYM History and Upcoming COEVO Collab
Hugh and two designers talk shop at the influential Korean store.
As ACRONYM rolls out its Fall/Winter 2019 offerings, three team members head to Korea for a special collaboration. Co-founder Errolson Hugh is joined by fellow designers Ümit Esbulan and Ian Wang at COEVO to discuss their brand’s forthcoming collaboration with the Seoul boutique and the history of ACRONYM.
Topics range from Esbulan and Wang’s introduction to working at ACRONYM (Wang, for instance, tweeted at Hugh for an internship) to the origins of the label. Hugh touches on its foundation in 1999, when he joined Michaela Sachenbacher to create an “experimental lab to create design with no compromise.” Hugh later describes ACRONYM’s ethos — “no [brand] strategy as strategy” — explaining that ACR’s “factory is very small, it’s the only factory in the world that can make [the products],” and underlining the difficulty in finding craftspeople skilled enough to create the garments.
“We make one thing that works,” Hugh continues. “But that means that 10, 20 other things didn’t work. … We just keep going, every new exploration is based on previous explorations.” Though he “isn’t allowed to say anything” about the upcoming ACRONYM for COEVO range, the Korean retailer detailed the range in an Instagram post, noting that the goods include short- and long-sleeved t-shirts, a hoodie, and mask all printed with Korean ACRONYM logos and packed into a Tyvek pouch.
Watch COEVO’s timestamped video interview with Hugh, Esbulan and Wang above.
ACRONYM isn’t the only technical label making moves; recently, Japan’s nanamica opened its first-ever flagship store.
