To kick off London Fashion Week Men’s, we had a firecracker for an opening brand. None other than ICEBERG. This had been one of our most anticipated shows given that it was Iceberg’s first time showing in London. The brand had Londoners out in full force to witness their SS19 collection.

Right from the opening of the show, we were hit with a burst of colour from a plethora of vibrant ensembles. Being Iceberg we knew there would be extravagant print work coupled with bold branding, much of this was evident on the  sweaters and the two pieces.

Iceberg presented sportswear as daring and fun with the exaggerated print and use of flourescent colours, the pieces also pay homage to formula one racing as seen on the checkerboard motif. Even the silhouette of some of the pieces bear similarities to racing jumpsuits seen on the likes of the ‘Iceman’ Kimi Raikonnen.

A beautiful mix of tote bags, rucksacks, and duffles, the brand paired the fits with noteworthy accessories that are easy statement pieces to spice up any attire. The effort that has gone into putting such a collection together is undisputed and James Long has succeeded in striking up an affinity with the UK market with much of the audience being clothed in Iceberg, from musicians to sportsmen; perhaps we will see a flagship store or concession in London. While the brand started in 1974 it certainly hasn’t stayed there, but is ever evolving to challenge the status quo of sportswear.