Past, present and future:
The world as we know it is changing and, here at DAKS, so are we
DAKS — the legendary, classic British brand and proud holder of Royal Warrants* — reflects upon and embraces our heritage roots for Autumn Winter 2021, whilst exploring the changing complexities of the present day as well as the future, through both our design processes and notions of storytelling. Over the past year, the ways we interact with each other and our environment have changed dramatically, and so, befittingly, this AW21 collection focuses upon and incorporates new ways in which we live and work.
The AW21 collection tells three stories, and the first one delves into the rich history of DAKS, with particular reference to the 1950s — a time of great achievement and prosperity. In doing so, we embrace British-inspired looks and our history with luxury fabrics. The colours reflect the autumnal season, with muted burgundies, bitter browns and accents of English manor blue.
For the second story, we explore the intricacies of our new everyday life, centred around our homes and our changing relationship with nature. Fundamentally focused on a more sustainable way of living, we indulge in tactile fabrics, natural dyes and comfort. The palette reflects this, with soft beiges, delicate moss greens and citrus accents with a tonal finish.
For the final story, we look at the future possibilities of design, innovation and our lifestyles. A seasonless collection made up of core items, clean and sophisticated in appearance, with blues and greys mixed with hues and accents of orange. We take a conscientious approach to the production and consumption process, and as consumer values change, we buy with a quality-over-quantity mindset and seek longevity from these core items.
In the words of DAKS’ iconic founder, Simeon Simpson from 1934: “The past is contained in the present. The present looks to the future. The future is here already.”
