Standard Format Is Your New Daily Favorite
We sat down with Louis Holsgrove to discuss the evolving vision under his innovative techwear brand.
Holsales and frompointblank founder Louis Holsgrove is preparing for his next venture, debuting a vintage-inspired sub-brand to replace your daily essentials. His vintage entities have become synonymous with UK street culture, digging through local flea markets to unearth old-school Stone Island, Prada, Nike ACG, and more.
Standard Format has arrived, seeing Holsgrove present an innovative vision of traditional techware replacing frompointblank. The label revamps your key wardrobe with a uniform approach, drawing inspiration from architecture, automotive design, and urban environments. “Each product expresses the idea of being bold or hidden in your surroundings,” he mentions. “Standard Format as well as Holsales are very much a body of product I live and breathe, so both projects feel like an ever-evolving visual representation of myself.”
Standard Format’s first drop is for everyone, from heavyweight T-shirts with tinted openings to zippered and reversible outerwear. The collection lands in black and grey colorways, concluding with the third and final item: adjustable nylon trousers. Each garment can be unlatched to reveal bright blue underpinnings for a futuristic look, representing continuous experimentation and discovery. “The tees incorporate how your body moves into functional design and use the movements of your shoulders and spine to release hints of blue whilst in motion.”
The campaign presents a fresh vision for Standard Format, showcasing each item behind fogged glass before exiting under the spotlight. “We playfully wanted to incorporate the idea of a winter morning being cold and gradually getting warmer, which we mimicked in the lookbook. The campaign images have these frosty tones, and all clothing is blurred. The lookbook is then all visible, allowing you to really dissect the products in full detail,” he concludes.
Standard Format
Standard Format’s first collection is available now via the brand’s website.
Spotlights
