Ozwald Boateng: Rooted In the Past, Definitely Part of the Present
By: Mari Davis
(Photo below: Ozwald Boateng on the runway, Spring 2007 show, Milan).

LONDON, Dec 8, 2003/ --- For two decades, Ozwald Boateng, 36, has been rewriting contemporary perceptions of menswear and tailoring, both from his base in England and throughout the world.

Unifying the classical tenets of bespoke tailoring with his unique sense of colour, cut and detail, Ozwald Boateng applies his widely acclaimed, original style to a number of collections.

As well as his much sought-after bespoke suits, Ozwald also produces two ready-to-wear collections a year, under the label Bespoke Couture by Ozwald Boateng. These collections are shown to great critical acclaim each season during Men’s Fashion week in Paris. Finally a new diffusion simply called “Boateng” will be available in the UK in the second half of 2003.

The launch of his spectacular, multi-faceted Bespoke Headquarters at 12a Savile Row in May 2002, has seen a further expansion of the business. The building is the creative nerve-centre of the company, housing the design studio, tailors’ atelier, Bespoke Library and consultation room, the showroom and sales offices, as well the administrative offices for the company. The bold and unusual use of colour and decoration throughout the space has already captured the imagination of the design media, both in the UK and abroad.

Ozwald Boateng has carved out a niche for his brand in the centuries old craft of men’s tailoring. His ready-to-wear collections are now sold in some of the most prestigious department stores, including Selfridges in London and Les Galeries Lafayette in Paris. In his ready-to-wear London store at 9 Vigo Street and his new Bespoke Headquarters in Savile Row, the unique Boateng experience is expressed in every detail of presentation and service. He is undoubtedly the first menswear designer and tailor to bring the essence of refined lifestyle choices – so evident in women’s fashion – to men around the globe.

Season after season, he successfully captures the imagination of both the media and his ever expanding client base. By combining the highest standards of execution with a forward-thinking, fresh, vibrant design philosophy, Ozwald Boateng has been largely responsible for the increased interest in men’s fashion over the last decade.

By pursuing a theme or topic each season – again, a rarity in men’s fashion – Boateng creates collections that fit with the expectations and desires of the moment. Such themes have included ‘Tribal Traditionalism’(SS02), an exploration of African tribal aesthetics and their deep rooted cultural significance, and ‘The Sporting Season’ (AW0203), a celebration of British Equestrianism from racing and hunting to polo. More recently he presented his “Beginning of Time” collection (AW0304) which explores the ancient and modern traditions of China and Japan and his current collection for Spring Summer 2004, called “Ashanti Hip Hop” in which he explores his own cultural roots with the Ashanti tribe of Ghana.

In May 2002, Boateng arranged a unique event in London’s Savile Row, to celebrate the Golden Jubilee, the Royal family’s long affiliation with Savile Row and the glorious, centuries old tradition of menswear to be found amongst its many tailors. During this event, Boateng showed his Spring Summer 2003 collection, entitled ‘An Indian Odyssey’ which drew on the rich, intertwined histories of England and India and saw a collection infused with the hot, spice-laden colours of the Indian sub-continent. The event was a resounding media success – attracting attention from around the world as the most famous street in the world for menswear was closed and an 80 meter marquee erected for the first time in its history. This event, recently voted one of the top 12 events of 2002 by Time Out magazine, was another significant turning point in the Boateng story and saw him, yet again, breaking with tradition and exalting the cause of British menswear.

Boateng’s bi-annual catwalk shows in Paris have become a talking point each season. Always ground-breaking and spectacular, he is one of the few menswear designers who brings a sense of dramatic showmanship to his presentation, regularly attracting as much coverage from the international news desks as from the fashion media. His enormous contribution to menswear over the years is indisputable.

Adding to his already extensive design portfolio, Boateng will be launching his first fragrance – for women – in November 2003. Called Parfum Bespoke by Ozwald Boateng, this fragrance embraces the highly personal nature for bespoke design in an unique and innovative way.

Amongst both his clients and the media, Boateng is acknowledged as having slowly revolutionised fundamental aspects of menswear design. As part of a new breed of tailors on Savile Row, he continues to bring his own fusion of vibrant design and traditional tailoring – “Bespoke Couture” as it is now known – to an increasingly wide client base. His unique take on menswear has made him a much sought-after commentator within the media on all aspects of design.

AWARDS
1996: Best Male Designer,Trophées de la Mode, Paris
2000: Top Menswear Designer,British Fashion Awards
2002: Best Male Designer,Cologne Fashion Awards

Website: www.ozwaldboateng.com

Address:
OZWALD BOATENG
12A Savile Row
London W1S 3PQ
United Kingdom
Tel: +44 (0) 870 777 1377

Buyers Contact:
Tel: +44 (0) 870 777 1377

Flagship Store
9 Vigo St
London, W1X 1AL
United Kingdom Tel: +44 (0) 20 7437 0620
Fax:

Press Contact:
Zeina Dakak
BACCHUS Public Relations
Studio 10
Pall Mall Deposit
124-128 Barlby Road
London W10 6BL
United Kingdom
Tel: +44 (0)20 8968 0202
Fax: +44 (0)20 8968 0303

MILAN PRESS CONTACT:
STUDIO GUITAR
Tel: +39 02 31 66 59
Email: prguitar@guitar.it

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