William Richard Green’s autumn/winter 2011 collection stands out for its eclectic influences and its intention to deconstruct the idea of luxury. This is done by resorting to strong influences from outdoors menswear and relaxed grunge tailoring. Green claims that the inspiration for the collection is the ‘Viking’ and its uncouthness as the antithesis of lavishness. However, it seems more accurate to describe his garments and accessories as paying homage to British sartorial tradition and to the rebellious urban tribes and subcultures of the second half of the twentieth century.

In his promotional material, Green has indicated that his work is partly inspired by the free-spirited approach to life that he gained during his formative years in the English countryside. He was born in 1985 in Worcestershire, and spent his childhood and teenage years in that West Midlands English county before moving to London to study fashion. In 2009, he earned a degree from Central Saint Martins College of Art and Design with a collection that he dubbed as ‘wearable manly menswear’. He also trained at London’s Savile Row, a world centre for menswear tailoring. There, he went through important training in pattern
cutting and gained useful insights into sartorial craftsmanship.

The academic training at Central Saint Martins and the skills that Green gained during his period of practical experience allowed him to embark on an ongoing process of questioning the more traditional mores of menswear and luxury. At the same time, there is little doubt that this young designer has been firmly embracing his British identity. This dedication is strongly evidenced in the decision to produce only in the UK and source fabrics predominantly manufactured in Britain.