Kent & Curwen staged a presentation at its new London store in Covent Garden and tapped the British photographer and filmmaker Perry Ogden to shoot young London sportsmen and creative types wearing some of the new fall pieces on the football pitch, beside the boxing ring and in an artist’s studio.
Creative director Daniel Kearns said he chose Ogden for his ability to capture “the realness and rawness of British culture,” which he said feels relevant to the brand, which is about cutting across generations, cultures and subcultures.
Ogden’s 34 photographs of young boxers, footballers, models, musicians, artists and writers are on display next door to the Floral Street flagship. They are accompanied by a vintage-looking film shot on a Super 8 camera that shows the young men — from different walks of life — training and honing their skills.
“It’s all about the preparation — you always have to prepare. It’s in everything — the way you eat, the way you sleep the night before a game. You always have to prepare well,” said the brand’s co-owner David Beckham on the sidelines of the presentation. “Perry has really captured that in his pictures of the kids boxing, and the kids in the band. He
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