LONDON, United Kingdom — This month the BoF Spotlight turns to David Saunders, founder of the eponymous London fashion label David David, whose vibrant graphic motifs have already caught the attention of The New York Times, Dazed & Confused, and even BoF, which included David’s film in our recent rundown of the top fashion films for Spring/Summer 2010.
Like many of his East London compatriots, David is an alumnus of Lulu Kennedy’s Fashion East, which has also helped to launch the careers of Gareth Pugh, Louise Goldin and Richard Niccoll. However, unlike many of his peers and despite his background in the fine arts as a former assistant to Tracy Emin, David has pushed forth with an entrepreneurial savvy that makes his line one to watch from a business standpoint as well.
The versatility of his graphics means he can take his designs everywhere. He has both a ready-to-wear collection and a collection of t-shirts. He has collaborated with everyone from e-commerce giant ASOS to high-end London concept store The Darkroom, bringing his graphic geometry to both ends of the fashion and design spectrum.
Retail partners have responded with enthusiasm. In Japan, where both Isetan and Diptrics have been selling his t-shirts, his designs have been highly sought after. His international stockists read like a who’s who of trendy fashion shops and David is one the few designers selected for the innovative Wolf & Badger shop in London’s Notting Hill, providing him with a dedicated retail space which “Let’s him play shop!” And, David is one of the few emerging fashion designers to have the foresight to offer e-commerce on his own website, enabling him to earn the full retail margin, without the complexity and capital investment of setting up a bricks-and-mortar retail shop.