on his jeans are made individually using a lost wax process where each mould is
created individually and can only be used once. This same process is used on
his belt buckle which again William has designed specifically for enhanced
are 50’s thick rimmed and made by Tender
from Cotton Pulp which is a hand finished acetate. This material came after
Bakelite and before plastic but the properties are that they are natural and hypo allergenic
On the arms there are 2 holes for the leather thong that stop the glasses
falling of whilst working.
that he is wearing-including the Work boots, belt, started off raw and has been
lovingly aged using mutton Fat-which is also branded Tender. Even the timepiece
on his wrist was designed with a
trademark face and lost wax moulded fastener.
I ask William
about his natural colour work ,something that had inspired me when reading about
the brand for the first time. He was garment dying Denim and other products
using natural dyes grown on Uk farms such as Woad (Royal Blue),Weld (yellow)and
Logwood –(black /purple) originally used for Blackcloth and was sourced along
with Gold traditionally in South American by Samuel Pepys!!!
He is using
Acacia Wattle quite extensively for the latest range which gives a nice Brown
tint on denim and jersey but he also shows me his latest knitwear range
extension which of course uses the colours of the breed of sheep to keep the
natural shades which look very wholesome. The
Welsh Black and Cheviot combination were particularly appealing together.
range has grown extensively since 2009 where there was just a jean ,jacket,
belt and tee. Today the range has developed to some 100 plus style covering all
aspects of the lifestyle.
I am lucky
enough to gain a preview some of the S13
ranges that have been left behind from the looming selling trip to New York.
A key piece
are some Scottish Trews reference Canvas trousers. These have no side seam and
the canvas is bias cut for greater ease and comfort during wear ,but fit
perfectly into the Work wear ideals of the brand. The fabric is a heavy Canvas
produced in the Uk for a Conveyor belt Company which certainly gives the Duck
Canvas Sail cloth a run for its money. The idea is so strong that the concept
has even been developed into boxer shorts though the fabric is made much
William promotes as a bit of light hearted visual pace for the brand is
seasonal collaborations with Print/Graphic designers that mirror the Brand
unique selling points and ideals.
Summer 12 William worked with Chris Brown ,an old tutor whom he admired from
his college days at Central St Martins.
for Autumn 12, he reincarnated and remoulded graphic images created by his Great
Aunt. Natasha Kroll was the creative director at the famous Simpsons of
Piccadilly as well as an astute Film Art Director, winning Baftas honouring her
work. So the creativity is clearly genetic but the images seen on Bandannas for
AW12 work as a family brand extension perfectly.
Along with every
garment or product delivered by Tender or the recently launched Trestle
lifestyle web site, you receive a personal
letter from William and a hand signed and numbered garment. This literally
introduces and hands over the adoption
of that loved product to the new custodian, so that it can be cherished for
what it is for the next chapter in its lifecycle..
I want to
become part of this Lifestyle that William and Deborah are organically creating
and living because it is new, original, refreshingly simple and above all it works.
The Tender Brand holds a hard earned position amongst its peers in the global
premium niche brand market, whilst retaining something unique amongst its