I’ve always been drawn to reworked and reimagined wardrobe staples, so a few weeks ago when I stumbled upon a photo in my Instagram explore feed showing a crisp, asymmetrical white button-down, it piqued my interest. Thankfully, this stranger tagged her top, and that’s how I discovered LoveHard, a New York–based brand with an ethos focused on updating our everyday essentials. See below for my Q&A with designer Lindsay Cohen to find out what makes these pieces so special and what to expect from the brand down the road.
WHO WHAT WEAR: What’s the story behind LoveHard?
LINDSAY COHEN: LoveHard is a category-based RTW collection that allows you to build your wardrobe one series at a time. Each series focuses on a classic closet staple with a twist. People aren’t buying how they used to. I think over the next few seasons, we will start to see a shift. It’s becoming less about acquiring stuff and more about buying into an experience. That being said, we live in a very visual and exposed world these days. You still want to look great with ease. With each series LoveHard provides that option.
WWW: Series 1 is about the menswear button-down; how did you come up with the different ideas for reworking it?
LC: I love a classic piece slightly altered, and the idea that maybe you grabbed it from a guy knowing you’re going to rework it a bit to make it your own. For me it was important to keep the men’s tailoring details exact. It’s part of what makes the pieces look and feel so good when you put them on. You may not realize you want the buttons on the right side (women’s are traditionally left), but trust me, you do!
With a good base, it becomes easier to rework. Everyone has a different idea of what modesty means to them, and I thought it would be fun to create a modesty spectrum. It’s an oversize loose-fitting shirt; a little skin peeking out allows the balance of a cool and relaxed fit while knowing you might be turning a head or two as you walk down the street.
WWW: Can you share with us what items future series will focus on?
LC: The idea for each series is to focus on a piece of clothing you always want to have on hand—your go-to item in your closet on a daily basis as well the first thing you grab to pack for a trip. The next series will most likely be an arrangement of blazers.
WWW: Where do you source your materials? Where is everything produced?
LC: Everything is dreamt up, sourced, and produced in New York.
WWW: How big is your team?
LC: At the moment, it’s just me; however, I’ve been fortunate enough to count on some really amazing people to help out along the way.
WWW: Who and what are some of your design inspirations?
LC: That heavily depends on my mood! I gravitate toward the past, for the most part. I’m very interested in subcultures—any form of small group that exudes style with ease. At the moment, it’s ’80s punk-band kids. Japanese minimalist architecture from decades past to current is another big interest that spills its way into how I design.
WWW: What’s the best way to wear a reworked white button-down this summer?
LC: Whichever way makes you feel your best! If you feel good, you carry yourself well. My personal choice is to pair it with high-waisted jeans or cutoffs. I’m also really into wearing them poolside thrown over a swimsuit or tied at the waist on an angle for a sarong effect.
Shop more white shirts for summer!