Brand To Know: Lorod
It isn't even two years old and it already has the backing of Bella Hadid, Haim and Manolo Blahnik, and a slew of luxury retailers queueing up for their pieces.| June 26, 2018
There are some brands that you know from the get-go that are destined for greatness in next to no time at all. Lorod from New York is one such brand. For one, it has the support of Bella Hadid – and as it now seems, whatever she touches turns to gold – and the ever-cool Haim sisters, who wore their pieces on Saturday Night Live.
For two, Lorod, young as it may be, has managed to find a way to collaborate with Manolo Blahnik, which has been its official shoemaker since two seasons ago. Manolo Blahnik, people. Shoe extraordinaire. Footwear maestro.
Finally, the brand on its own. The brainchild of Lauren Rodriguez and Michael Freels, Lorod feels like the result of providence. According to W Magazine, the pair first met as schoolmates in their first year at the Parsons School of Design, but parted ways as Rodriguez pursued fine arts while Freels stayed with fashion design. As fate would have it, the pair met again at a Halloween party four months after graduation and the rest, as they say, is history.
Lorod’s appeal lies in the pair’s devotion to tailoring and reinventing what they consider “American classics”. The working girl. The working man. Think androgyny, functional clothes, clean-cut lines and the little details here and there that set them apart. Worn denim as a one-shoulder dress. Blazers with utilitarian pockets. Shirt dresses covered in seemingly random patches. Vintage suits from the ’80s and ’90s made modern. All good stuff, all sweet, sweet music to our ears. These are pieces that will not “age” and will not be put into a box. (Metaphorically.)
The final thing that sets Lorod apart? Its aversion to creating collections according to the traditional fashion calendar. Freels and Rodriguez only do pre-collections, a clever decision that means their production will always be at good pace – hence quality controlled – and never will have to compete with everyone else during the flurry of the popular seasons. There is also a business aspect to it: the collections stay in the stores and at their original prices for a longer time.
With the backing of Bella Hadid, Haim and Manolo Blahnik, an undeniably pleasing aesthetic that prides functionality, timelessness and tailoring above all else, and a clever pair of minds behind it, Lorod has all the makings for greatness. Is it any wonder that with just four seasons, the label has been picked up by Bergdorf Goodman, Harvey Nichols, Opening Ceremony, La Garconne and Assembly?
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