HYMN Spring/Summer 2014

JOY is expanding its menswear department with the addition of newly launched brand HYMN. Founded in the summer of 2013, the brand’s premiere SS14 collection is due to hit stores in February.

This will come as good news to advocates of home-grown labels. HYMN first sprung up in London; reflecting the Brit stamp values which form the JOY store.

The artistic aim of HYMN is to establish a brand which can supply clothing to every aspect of the modern man’s life. Therefore the new collection contains staples in the form of classic chinos, shirts, jackets and knitwear.

Although striving for a timeless aesthetic, taking ‘Our Daily Bread’ as the official tagline suggests a more up-to-the-minute approach to design.

Modern twists are found in the form of prints, patterns and logo branding, which have been applied to more traditional silhouettes. This allows the brand to simultaneously provide both staple and statement pieces, blending conservative quality with fresh vision.

This outlook is a reflection of the wider JOY philosophy, which embraces an eclectic mix of designers while celebrating individual expression and customer identity.

Other menswear brands under the JOY label include Frank Q, Native Youth, !Solid and Out of Print, which are available in over 25 stores across the UK and online at JoytheStore.com.

Pricing for the new collection ranges from £25-30 for t-shirts, £45-49 for jumpers, £45-55 for shirts, shorts and trousers and £70-95 for jackets and blazers.

Look out for more news on HYMN in the near future, as FashionBeans will be attending the official launch party.

HYMN SS14 Lookbook