Ovadia & Sons have, in a short time, been able to win over the cultish menswear circles with their brand of classically beautiful selections with streetwise sensibilities. Simply put: brothers Shimon and Ariel are creating some killer clothing for the modern man, regardless of what he does to pay the bills. "We get asked a lot, 'who's your customer?' and it really could be anyone. We have Fortune 500 guys coming in for made-to-measure, and then we have these young, hip guys coming around," says Shimon Ovadia. "[For the lookbook], we were going for a slightly different take on what we've been putting out. Each photo tells a story. This guy could be an artist, a professor... he's out walking the dog, heading to a meeting: it's very relatable to everyone... sort of a day in the life of a man going where he is going, and looking good at the same time."
To get that recipe just right, Ovadia brothers joined forces with emerging talent Justin Chung, and frequent Eye mention Lawrence Schlossman, who photographed and oversaw the shoot, respectively. Shimon explained the choice: "there's really only a handful of people we know in the industry that 'get it,' and we had instant connections with both Justin and Lawrence. They understood what we wanted, and that trust element was ever-present. The result was a marriage of both loving, and understanding eachother's work. As far as location, shooting it in Brooklyn was natural, because we grew up there. Nothing was planned out, everything was real, and authentic."
Props to the fellas for hitting us with the first look. Enjoy.
Read More http://www.gq.com/style/blogs/the-gq-eye/2011/10/first-look-ovadia-sons-fallwinter-2011-lookbook.html#ixzz1ZnkH9SeJ
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