Talk about doing it for yourself, Gucas Morgan are the London based couple who’s tailored menswear (and now womenswear) is all we can think about.
The young, married couple are a force to be reckoned with. Elena, having studied at the Antwerp Academy (!!!), picked up a love for illustration under the pressure of Walter (Van Beirendonck) and brings her love to the brand through hand- embroidered and painted characters. After moving to England and meeting Will at the London College of Fashion, the two learnt the fine art of tailoring which would go on to be the backbone for their innovative new brand.
So why do we at 10 love them? It’s their ‘gone rogue’ attitude that sets them apart from the rest. Their chilled-out approach towards the economic constraints of living and working in London has pushed them to creative extremes. Their last collection was presented on papier maché’d models in a truck outside 180 the strand. People were invited via email and Instagram and directed to the location via a live tracking link. Innovation is an understatement. Their ‘fishmonger’ project took them to selling at the Brixton fish market and their recent workshop in East London had them hosting basic sewing classes to anyone and everyone. Sign us up please.
Visiting them in their airy West London studio is a treat in itself. Working on their next collection, the space is filled with inspiration from Picasso posters to books on Basquiat, Matisse, Marlene Dumas and endless fashion reference texts. They talk of their next collection including more feminine shapes and utilising hand-woven fabrics alongside wool from Will’s grandparent’s sheep. These guys are unstoppable.
by Clem Macleod
Photograph by Mathias Karl Gontard