Gender Bending fashion

Unisex: Hype or Tension is a label women will want to wear too.

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A label for men is borrowing from women's wear, writes Amy Parsons-King .

Weatherford moved from Oklahoma to New Zealand eight years ago, with his wife who is originally from Christchurch.

He says he has had a longtime interest in fashion, and for all that he studied American history, psychology, and business at university, he felt drawn to a more artistic life.

"I had no idea where that would lead. I stumbled my way through a few things before finding my current path but am incredibly happy with where I am now."

Weatherford started in the fashion industry when he moved to Christchurch, initially working in retail. He moved on to establish Brand New, a fashion sales and distribution agency representing international labels.

In 2008 Weatherford and his business partner Jono Moran opened the High St store, Infinite Definite, stocking national and international brands. At the end of 2009, with the store well established, Weatherford felt it was the right time to launch his own label.

He said the idea with Hype Or Tension was to fill a gap around the type of clothing he was into. "There were only a few brands available."

Weatherford's first collection is inspired by people, travel, music and film, his personal taste in clothing and that of American and Japanese work-wear.

"My interests are designers like Martin Margiela, Comme de Garcon and other Japanese work-wear inspired brands. It sounds really cliched but I've made things that I want to wear."

Not only has he created a label that he himself would wear but it is also one that women will want to wear.

Hype Or Tension is a unisex label. Women have been borrowing men's clothing for centuries and now Weatherford is giving men the opportunity to borrow from the women's wardrobe. Not florals and pussy-bow shirts, more like super- skinny leg pants and oversized merino cardigans.

"While it definitely isn't designed as a stand-alone women's collection, there is thought put into how the different garments would sit and be styled for women.

I love seeing girls take a piece of menswear and incorporate it into a look that is sexy and feminine but with a bit of a twist."

The Hype Or Tension debut collection is what Weatherford describes as the "core collection", meaning the styles will be available trans-seasonally and in future collections.

The collection comprises 14 key pieces including T-shirts, shirts, a cardigan, sweater, bomber-jacket, chinos, beanie and bags. Every garment is available in a variety of prints, colours and fabrics (natural fibres such as cotton, and merino, and leather and merino are features of Hype Or Tension). Prices range from $89 for Tee to $349 (jacket).

* Hype Or Tension is available in- store now at Infinite Definite and selected boutiques nationwide.

THE OUTFIT: Unisex slant T Contrast bomber jacket Merino sleeveless cardi Chino pants

- © Fairfax NZ News