G R I F F I N 1 9 9 4-2
0 1 4
Celebrating
20 years of Inspired, Luxury Sportswear and the reintroduction of Womenswear to Griffin Studio. From its creation onwards Griffin
has consistently delivered Simplicity of Style and Beauty.
Griffin has grown and evolved over the years, however
it’s key aims and standards still remain. You get Quality clothing from a British homegrown
company. The
renaissance of Griffin womenswear is an exciting addition to the brand and has
added to the Versatility of the brand.
The
craftsmanship, technology and Sustainable outlook of the company has always brought the brand to a Unique and high standard. The latest from Griffin is no
exception.
Scanning
through the archive brought out images of garments that have, (in an industry
that moves on quickly) shown very little dating. They retain their Adventurous and Innovative edge.
Griffin
invites you to take a look at what has been and what is new in and available;
to see how the Technological and Streamlined design aesthetic has persevered throughout the
years.
This years AW collection is the most Enterprising, Modern
and Exclusive yet. This
collection focuses above all on the creation of a beautiful
piece of clothing that is more than looks and Functionability, as Griffin prides itself on caring for the planet,
and customer satisfaction.
A look back
over the last twenty years:
Jeff Griffin finished Derby Uni
in 1987 and graduated Saint Martins
College of Art with destinction
for his Master of Arts degree
in 1990, selling his collection to Soul 11
Soul.
He
then moved to Italy to join the Gian Marco Venturi design team in Milan and was
subsequently headhunted by the ‘Little Italy Family ’ design studio where he
was given the position of head designer. His directional vision was creatively
spent on a well-versed array of Italian houses including: Valentino, Oliver,
1818, Ferre, Americanino, G.M.V and Fiorucci. During this time, Jeff
successfully designed and launched the design label ‘Voyage ’.
In 1994
Jeff returned to London to establish his own label, frustrated with the
menswear market at the time Jeff wanted to create a brand that merged fashion,
lifestyle and sportswear, a new idea that would change our approach to fashion.
he identified a gap in the market for a
contemporary menswear fashion daywear/sportwear label. He was as he put it
“mixing life up.” Jeff wanted to create a brand of urban styling with an extreme attitude. The label was launched in 1994 under name ‘Griffin Laundry’ which soon
received worldwide press coverage and rapidly gained respect from the industry.
In 1995 Griffin launched a Cyber Collection online, coinciding with the
comercialisation of the world wide web.
Griffin then showed at paris in 1996 a Spring Summer catwalk mixing
Fashion-Military-Sportswear-Heritage.
Griffin’s
aim was, and still is, to continually inspire consumers to take a different
approach and in 1996 Griffin Laundry abandoned the traditional mode of catwalk
presentation despite a series of successful shows in Paris and London in favour
of a more static format which could be international, and used as installations
in-store. These were produced as sculptural/technological installations in
London, Paris, Tokyo, Hong Kong.
In 1997 Paris he showed a Sportswear-Tailoring
collection.
In 1998 Jeff was one of the first designers to show a collection
on the Internet, he swiftly advanced the visual format to include a joint
cinematic venture for Television with Channel Four for the showing of his
collection. Griffin’s online store is set up.
1999 and Griffin created an installation at
Carnaby Street. Jeff wanted to look at fashion differently (before pop-ups
became cool.) The concept was BI-Ocular mixing: inside-outside, urban-rural,
technology-natural; i.e the Sleeping bag coat (which is interchangeable between
the two.) Bareskin (when unzipped and laid flat looks like a bearskin rug.) And
the Flak Jacket (old military style jacket.)
In 2000 the Griffin Online Store
became a space to showcase and sell the collection as well as maintaining the
brands worldwide awareness, the Griffin Concept Store on 297 Portobello Road in London also opened
around the same time and became an interactive shopping experience holding host
to a range of exhibitions and events. AW00 Griffin works with Donald Christie on a short film for
Channel 4, called Combat Tailoring Norfolk 30.01.99.
2001 Griffin Studio was established as a design
consultancy business with clients that included: Kenzo, Baracuta, Madarina
Duck, Oneninezerosix, Converse, Airwalk, Pefield, Hugo boss, Iceberg, Kent and
Curwen.
Griffin moves to Wiltshire to truly live the lifestyle that
the brand represents. The internet has made it optional to continue the
business from the country. “The
internet gave us the freedom to be international from anywhere.”
Griffin had expanded into a business that
centred around community, exhibitions, collaborations, international ties,
ideas and the consultancy business Griffin Studio.
Griffin’s thought provoking and political stances, such as
anti-war and anti-establishment outlook, provided opportunities to work with
some of the art worlds most inspirational contributors. Griffin next collaborated with Banksy, the only fashion house
to ever have a collaboration with the enigmatic graffiti artist.
In 2003 between
Givenchy and Gucci,
Jeff Griffn was acclaimed as one of I.D Magazine’s most important designers in
the publication Fashion Now
2003 Spring Summer a Flagship store is opened in
Tokyo.
Next El Ultimo Grito (The Last Shout)
collaboration along with: Griffin Soho, Griffin Selfridges, Griffin store Tokyo
and Griffin Paris.
2003 Selfridges first outside window display
created by Griffin to grab the attention of passers by.
SS03 collection photographed by Donald Christie
in Dungeness Kent
2004 Artist Eco from Bristol works on the
Griffin wall in Selfridges London.
AW04 Collection ‘Smoke’ Photographed by Donald
Christie.
SS05 Collection ‘Run’ Photographed by Donald
Christie.
AW05 Studio Work in London photographed by
Donald Christie.
2005 The Griffin Studio had collaborated with
many established brands from around the world such as clothing and footwear
specialists Kickers. This product was developed from a Kickers block which was
then adapted. The print developed from a series of graphic screen prints that
had been designed for the Griffin SS06 range which resulted in the print being
etched into the leather of the trainer.
SS06 Studio London- Photographer Donald
Christie.
AW06 Wiltshire- Photographer Donald Christie.
SS07 ‘A box’ Photographed by Donald Christie.
In
2007 Griffin Studio began collaborating with renowned outdoor wear specialists
Berghaus, initially approached because of the knowledge Griffin has of the
Japanese market and the conceptual approach to design. Griffin added edginess and originality to a
traditionally technical company.
“Berghaus had a record year thanks to the innovative combination
of
functionality and fashion we were able to inject into the product
as a result of the brand’s collaboration with menswear designer Jeff Griffin”
(Andy Rubin, Pentland)
AW07
Berghaus collaboration with Photographer Donald Christie.
In 2008 there’s a collaboration with Radiohead
member Stanley Donwood.
SS08 Studio Village Hall Codford- Photographed
by Donald Christie.
AW08 Studio Village Hall Codford- Photographer Donald
Christie.
AW08 Berghaus collaboration with Photogropher
Donald Christie.
In 2008 there is a collaboration with
Photomontage artist Peter Kennard.
SS09 Wiltshire – Photographer Donald Christie.
Jeff Griffin
was featured as one of the ‘Faces to Watch in 2009’ by Menswear Buyer magazine.
2009 Griffin Studio does a collaboration with
Charge on the design of the saddle covering.
2010 Jeff and Karina Griffin
decide to move their family and the studio to the rural village of Hartland on
the dramatic North Devon coastline. Loveland
Farm is now developing into an eco-retreat that is being built using the latest
green technologies whilst eventually operating on a self-sufficient basis. Here
the brand places even more importance on sustainability and ecologically
friendly fashion. This love of the outdoors aids in the inspiration of new
ideas and allows free thinking.
·
Now there is even more input towards the models
that are used being authentically sporty and ‘outdoorsy.’ Griffin has used a
combination of models and climbers/surfers/boarders and begins to focus in on
this sense of authenticity and realism. Griffin used/uses Andrew Cotton, famous
big wave surfer who grew up in North Devon. Griffin later uses the sponsered
Mountainboard champion Alex Downie, also a local in North Devon.
SS10 Baracuta collection-
Photographer Donald Christie.
AW10 shoot of Charge bikes collaboration-
Photographer Donald Christie.
AW10 Griffin shoot- Photographer Donald
Christie.
SS11 Griffin shoot- Photographer Donald
Christie.
AW11 Griffin shoot- Photographer Donald
Christie.
2011 the creation of Griffin Hartland, a
collaborative business based in Japan in which Griffin Studio designs, and
Griffin Hartland Manifactures. It follows the same ideals as Griffin and it’s
style is a mixture of Griffin and British Heritage. The business is about
“Britishness,” fashion sportswear, traditional values, modern attitudes, the
outdoors and military style. The brand is a youthful casual brand which takes
the influence of the street and gives it a fashion, outdoor, British look. It’s
all about “mixing it up.”
SS12 Griffin Photographer Donald Christie.
AW12 Griffin Hartland- Photographer Donald
Christie.
AW12 Griffin- Photographer Donald Christie
SS13 Griffin Hartland- Photographer Donald
Christie.
SS13 Griffin Hartland Film Directed by Donald
Christie. ‘Vallicans Harvester.’
SS13 Griffin Photographer Donald Christie.
A behind the scenes film of some of the goings
on at Griffin!
SS13 Griffin X Donald Christie Film.
AW13 Griffin Hartland- Photographer Donald
Christie.
AW13 Griffin- Photographer Donald Christie.
SS14 Griffin – Photographed by Donald
Christie
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AW14 Griffin – Photographed by Donald Christie
A favourite expression of Jeff’s “There are no
boundaries only possibilities” Jeff also takes inspiration from something
Charles Darwin surmised: “It is not the
strongest of the species that survives, nor the most intelligent that survives.
It is the one that is most adaptable to change.”
Today in 2014 Griffin creates distinctive
men’s attire combining military utility with luxury and tradition. The brands
roots are British with one foot in fashion and the other in streetwear. The brand
has grown forever stronger merging Griffin’s urban background with active
lifestyles.
Griffin’s diverse range of skills and
commercial awareness allows it to drive business for brands; Griffin is a niche
brand with a very unique identity. Entirely self funded Griffin realises the
commercial value and success collaborations can bring to a brand. Season after
season these collaborations are an integral part to the Griffin collection. The
collaborations have united Griffin with not only fashion designers but also
product designers (such as El Ultimo Grito.) The Griffin collaborations are
regularly featured in many international fashion and sportswear publications
including Dazed and Confused, Men’s Fitness, GQ, ID, Arena, etc. Plus the ever
important websites and blogs, highsnobiety, honeyee.com, etc.
Authenticity is at the forefront of Griffin’s
brand values and working with the best brands and manufacturers is
important. Griffin has collaborated with a number of UK based
manufacturers including original sportswear manufacturers Gymphlex and rainwear
specialists Mackintosh, these collaborations allow Griffin to support local manufacturing,
but by adding the unique Griffin twist to traditional quality products, creates
an awareness of these brands to new markets..jpg)
Conceptual ideas,
promotional and marketing material are all produced by Griffin’s culmination of
visionary talent; including graphic designers, stylists and photographers,
creating design packages, brochures and web sites. Now firmly established, the
Griffin Studio is a respected design consultancy known for injecting raw talent
and a cool ideal into some of the fashion industry’s most well known brands. 
The Online Store: Since 1998 the Griffin Online Store has gone from strength to strength. Selling through Griffin’s extensive wholesale network, which included Barneys New York, Maxfields, Fred Segal- LA, Selfridges- London, Harvey Nicols, and Colette- Paris, IT and Demop Hong Kong. Efforts are now concentrated predominantly into the online business. This allows Griffin to stay in direct contact with the loyal customer base and includes Audio Bullies, Banksy, Blur, Coldplay, Ed Case, Ewan Mcgregor, FC Kahuna, Gorillaz, Jamie Oliver, Lamb, Miss Dynamite, Morcheeba, Oasis, Prodigy, Rankin, Radiohead, Roykssop, U2 and The Bees. Griffin has a niche but loyal following, which return season after season, inspiring Griffin to continue to deliver and shock with what’s new and surprise with what is coming next. This gives a platform to bring brand heat to collaborations.
The Online Store: Since 1998 the Griffin Online Store has gone from strength to strength. Selling through Griffin’s extensive wholesale network, which included Barneys New York, Maxfields, Fred Segal- LA, Selfridges- London, Harvey Nicols, and Colette- Paris, IT and Demop Hong Kong. Efforts are now concentrated predominantly into the online business. This allows Griffin to stay in direct contact with the loyal customer base and includes Audio Bullies, Banksy, Blur, Coldplay, Ed Case, Ewan Mcgregor, FC Kahuna, Gorillaz, Jamie Oliver, Lamb, Miss Dynamite, Morcheeba, Oasis, Prodigy, Rankin, Radiohead, Roykssop, U2 and The Bees. Griffin has a niche but loyal following, which return season after season, inspiring Griffin to continue to deliver and shock with what’s new and surprise with what is coming next. This gives a platform to bring brand heat to collaborations.
Griffin is a company
that designs with fresh ideas and new technologies but also tries to live the
life of self-sufficiency and producing locally. Due to this integral mix
Griffin still does some of it’s manufacturing in Italy because of their extensive
skill and quality. The manufacturers background in jackets and outerwear allows
Griffin to produce the technical aspect the brand is known for. Their
techniques in seam bonding and laser cutting allows Griffin to create technical
sportswear that incorporates the brand’s heritage and military influences.
Along with the manufacturers in Italy Griffin supports local production
wherever it can and currently uses British mills such as Fox Brothers, along
with high quality Italian mills.
Loveland farm is
growing and evolving. There are new plans to create a community for campers and
‘glampers’ alike. With the success of the eco pod, more will be installed, each
with their own unique twist as well as being set out to create community that
will encourage more sustainable attitudes in future. There are also renovation
plans at Loveland to expand Griffin into a brand new studio space, using a
previously neglected outbuilding on the farm. Griffin intends to increase it’s
eco friendly awareness with regards to all aspects of the businesses. The
future is looking green.
http://www.lovelandfarmcamping.co.uk/
“Small is beautiful
you can interact with your customer more. We have some great relationships, our
quality is better than it has ever been and our manufacturing is absolutely
fantastic. I think in a way the brand could’ve grown a lot bigger but then we
would’ve had to of sold out to the big corporate guys, so in a way I think we
have achieved everything and probably more than we set out to do. “ – Jeff Griffin
Griffin is known for its camouflage and military inspirations that are in no way intended to support war; in fact Griffin supports peace and love (just check out the logo). Griffin is a real brand with something to say. It is quality and a mixture of modern classic and heritage. Griffin combines fashion, street and sports for a modern lifestyle and a greener future. The current collection epitomises this vision and has referenced the best of the past collections. (A peek into the life of Jeff Griffin) https://www.youtube.com/watch?v=eeldWv-Cexc#t=99
Griffin is known for its camouflage and military inspirations that are in no way intended to support war; in fact Griffin supports peace and love (just check out the logo). Griffin is a real brand with something to say. It is quality and a mixture of modern classic and heritage. Griffin combines fashion, street and sports for a modern lifestyle and a greener future. The current collection epitomises this vision and has referenced the best of the past collections. (A peek into the life of Jeff Griffin) https://www.youtube.com/watch?v=eeldWv-Cexc#t=99
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