1. 34 / COACHMAG.CO.UK COACHMAG.CO.UK / 35
…AND YES, THE
SKY IS GREY.
BUT DON’T
JUST DREAM
OF CALIFORNIA
THIS AUTUMN/
WINTER:
GET OUTSIDE
AND PUT IT
ON, JUST
LIKE SURFER
AND FASHION
ENTREPRENEUR
LUKE STEDMAN
HAS FOR
OUR FASHION
SPECIAL
The
Fashion
Issue
< Tropical print shirt, £32
TOPMAN topman.com; uniform
shirt in fine cord, £89 UNIVERSAL
WORKS universalworks.co.uk;
Scottish wool check jacket,
£240 CARRIER COMPANY
carriercompany.co.uk
> Hat, model’s own; flight jacket
in uniform green, £190 EDWIN
edwin-europe.com; grey Seydou
Keita T-shirt, £65; black trousers,
£145, black-and-white plimsolls,
£175, all AGNÈS B agnesb.co.uk;
Aviator gradient sunglasses, £134
RAY BAN ray-ban.com
Photography:
TREVOR O’SHANA
Creative Direction:
GARY KINGSNORTH
Styling:
SETH FOOTRING
Grooming:
DAVID COX
ALL
THE
LEAVES
ARE
BROWN…
3. COACHMAG.CO.UK / 39
> Flowers bomber jacket, £220, black
trousers, £98 INSTED WE SMILE both
instedwesmile.com; brown leather belt,
£85 UPTON BELTS uptonbelts.com; black
sneakers, £250 COMMON PROJECTS
mrporter.com
4. 40 / COACHMAG.CO.UK
> Hat, model’s own; white stoke shirt, £85
UNIVERSAL WORKS universalworks.co.uk;
blue wool check jacket, £180 SCOTCH &
SODA scotch-soda.com; jeans ED-One
[even wash], £170 EDWIN edwin-europe.
com; off-white canvas lace-up sneakers,
£115 G-STAR g-star.com
5. MY F I T N E S S F I N G E R P R I N T
42 / COACHMAG.CO.UK COACHMAG.CO.UK / 43
> Grey melange T-shirt,
£68 INSTED WE SMILE
instedwesmile.com; thick
wool coat, £405 APC apc.
fr; turner flecked slim-fit suit
trousers in charcoal, £125
REISS reiss.com; brown
Oxford maroon lace-up
shoes, £290 APC apc.fr
> Tan shearling coat, £2,600
CROMBIE crombie.co.uk;
worn with tropical print shirt,
£32 TOPMAN topman.com;
Donegal tweed trousers in
stone melange, £89 COS
cosstores.com
How did you find a style of fashion that worked for you?
Like anything, we’re all influenced by certain genres, inspirational
people, music, architecture etc. I spend a lot of time around people
in fashion and I pick up the trends and whatnot, but you form your
own style by choosing bits and pieces that you like from different
collections and inspirations, and mould them into your own.
What are your major influences?
As a label, it’s forever growing and morphing – although we always
hold a particular DNA, we’re still changing. That’s what time
does, it demands change, but I find inspiration when I’m in the
ocean. That’s where I feel most comfortable and it’s the area
where I think most freely.
FORMER PROFESSIONAL SURFER AND CREATOR OF
THE INSTED WE SMILE FASHION RANGE
Luke
Stedman
How did you get your foot in the door?
I didn’t have any textiles experience –
I came straight from riding waves for
a living. I retired at 35 so I wasn’t starting
young in a game that is really difficult
at times. Menswear is a market where
you really have to hit the nail on the head
with each collection and cover a large
audience. I definitely made a lot of
mistakes when I first started, and I was
lucky that we grew organically.
How can other men find clothes that
work for them?
Whatever makes you feel comfortable
– you’ve got to feel good about yourself
and that’s what clothing, to me, does.
Any garment needs to make you feel not
only comfortable but also it’s nice to feel
a little bit uncomfortable – you want to be
open to new experiences. Wearing a new
outfit or item that you wouldn’t normally
wear is a new experience and that’s what
life’s all about.
Is it important for men to develop their
own individual style?
Absolutely, but it is difficult to venture out
of your comfort zone and explore new
territory. We do things over and over,
become used to them and end up getting
the same results, so if you do something
different or feel a bit awkward doing
something, you get a different result
which is fun. If you want to evolve you
have to do that. I would recommend to
every man to try different things, whether
it be fashion, sport, lifestyle or career.
How has you surfing background
affected your fashion fingerprint?
With my label IWS, we’re inspired by surf
lifestyle and I spend so much time in the
water. My father makes surfboards for a
living and commentates at surfing events,
so it’s ingrained in our family and the one
thing that brings us the most happiness.
You can have a really bad surf and still
come in and say “That was great!” The
moment is never not enjoyable. I guess
the ocean is the one place I need to be.
What’s your biggest fashion crime?
I could probably go through a few old
photos and pick out many, to tell you the
truth. I think on my 21st birthday I made
a pair of blue sequined pants with an
Adidas tracksuit top. I look back on that
night and it was a big leap – I won’t do that
again, I’m much more conservative now…
The
Fashion
Issue
