One of the things I enjoy about this series is the way each conversation drifts onto grander topics. Even though many of the people are similar, and the questions don’t vary too much, we always end up discussing abstract, interesting ideas.
With Oliver and Carl of Rubato, those ideas included how a style becomes timeless - why certain traditions like Ivy style are so consistently reinvented, and resonate in different cultures. And how much you want to define your brand - why they don’t like to be considered Swedish, but why some definitions and labels are inevitable.
I think you’ll really enjoy it. For the first time I’ve also included a contents for the video, below, where you can see the topics we discuss. This will hopefully help you work out which sections you’ll find most interesting, and help find those sections later on.
As ever, thank you to Mortimer House for hosting us, and to all the lovely PS readers who attended on the night, and made Oliver and Carl so welcome.
Contents:
- 1:10 – How they started the brand
- 3:00 – Trying to find a knitwear manufacturer
- 7:00 – The cut of the knits
- 11:00 – Making in Japan and product development
- 14:00 – The style, the vibe, of Rubato
- 18:00 – The first photoshoot, clothing and art
- 23:00 – Ivy style, without the baggage
- 27:00 – Swedish style
- 37:00 – Being labelled
- 41:00 – Question: Advice on starting a brand
- 47:00 – Question: Knitwear for life
- 49:30 – Question: Being your own customer
- 53:20 – Question: Does London have its own style?
- 55:20 – Question: Would you ever do tailoring?
Previous interviews in the series:
- Tony Sylvester, on style and subcultures
- Ethan Newton, on the evolution of Bryceland’s
- Jamie Ferguson, on his career in photography
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