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Because life has no borders!
Attention! Listen up all of you trend stalkers, fashionistas, and wave makers; the
Brigade is here! Few know that a silent revolution in the fashion world is blending
urban chic mixed with Haute Couture detailing to form a glamorous ingénue marching
to her own beat. For the fashion forward a new dawn is bringing with it a clothing
label with a message: we are one. This is Love Brigade.
Love Brigade began in London as the brain child of Alyssa Key, Christiana Key, and
Jamie Rockaway. Their concept? To design pieces that are musically charged and
represent a generation of free thinkers of both sexes. Recently I spoke with one of
the “Commanding Officers” as the Brigade family has dubbed the founders of the
company, Alyssa Key, for a personal interview to shed light on the Indie fashion label
that aims to unite a generation. Here is what she told me:
M: First and foremost, I have to ask you, how did you come up with the name Love
Brigade?
AK: I wanted the name to encompass my vision of the company as well as [to] speak
for our generation. “Love Brigade” represents a group of people (or, when referring
to us, a collective) marching to the same beat based on the ideals of a love, music,
and fashion co-existence. [We are] a more passion-driven generation, following our
dreams and ambitions more than previous generations, where men can express their
emotions just as much as women. Most times, this can be evident in things like lyrics,
which is where Love Brigade also took a turn becoming a “musically charged” fashion
label. Our seasonal collections are two-part themed: one part trend, one part musical
inspiration.
M: And speaking of inspiration, how do you find yours?
AK: By looking around me and discriminating between what I find useful and what I
do not.
M: In the industry today, who are the designers whom you most enjoy and respect?
AK: McQueen, Vivienne Westwood, AsFour, and All Saints.
M: And as far as the Brigade goes, who are your designers?
AK: We have coined the phrase “open-design company” to describe our design
process. Everyone in the company is required to attend our design meetings, from
the initiation of the collection’s theme to the final sketches. This is so that everyone is
familiar with the theme and the process. Additionally, we welcome anyone in the
company to contribute designs and ideas to be considered for the final collection.
This is essential to the outcome of our collection… we collaborate on the final look of
our line, and each piece has been crafted by Love Brigade as a whole instead of one
person’s vision. My partner, Allison Press, and I are responsible for the theme/trend
forecasting, colors, and fabrics.
M: That’s a very interesting approach. In the end, what do you hope your pieces
convey to the consumer?
AK: Do you mean what DO our pieces say? They communicate confidence and
knowledge of fashion.
M: So, we know that every concept begins with an idea; how did you envision Love
Brigade? What made you come up with the idea?
AK: Love Brigade was originally to be a t-shirt and accessories online shop. My how
we changed! As we began to design the items that were to go on the online store, we
realized the talent we had at hand, and that sparked a hunger to design a collection.
So we did, and it received such great reviews that we were confident we had made
the right decision.
M: You dreamed up the concept of the Brigade in London. Is that where you are
from?
AK: No, I was raised in Jacksonville, Florida. Moved in 2003 to London, [and in] 2005
to NYC.
M: What made you move to New York?
AK: I loved London, but missed the States very much. After living in London, NYC is
really the only place stateside one can live!
M: Still, New York is a place full of talent. For you, flourishing in a place like New
York, what would you say the hardest part of starting a label was?
AK: Well, what we are constantly challenged with, which is the art of balance. Being
in the fashion hub of the United States of America, mixed with being in the hot-or-not-
crazed fashion industry, we are constantly assessing whether we are marketing
ourselves in such a way that will not make us an overnight-success-turned-flop. It is
too easy to do in our industry, and everything must be calculated in a timely manner.
M: Going back to the clothes; your fall collection has a futuristic appeal mixed with
today’s romanticism, what made you move towards the more Mod silhouettes and
necklines?
AK: We always have back stories to our collections. This season our inspiration
came from a future fashion revolution powered by the music of Bob Dylan and the
collection embodies that focus.
M: And what would you say, besides the approach to design, is the thing that sets
Love Brigade apart from other design houses?
AK: Our sizing is accurate to our market. We design for the smaller silhouette, which
typically have shorter torso length than traditional measurements [since] most of
America and Japan is this body type!
M: Is Japan a place you wish to expand to?
AK: Well, yes, but our sizing is not driven by this desire. We have noticed that the
population today, more than ever, has smaller body types with personalities that
desire to be fashionable. It is no longer the days of catering only to the "tall and
skinny"; there are many small people doing such great things, and wanting to wear
high fashion items. Many of us at Love Brigade are proof of this! However, do not get
this confused with petite wear; we are definitely not designing to petite
measurements. Most of our garments will still fit taller body types, but the torso
measurements are taken down a little, and knee-to-calf length is as well.
M: And, where can your fans find your clothes?
AK: Our store is located in Williamsburg Brooklyn on 103 Havenmeyer Street. Love
Brigade is also being retailed at Lounge in Soho, NYC, Sutra in Jacksonville Beach,
Florida, and will soon following be in more boutiques in NYC, San Diego, LA, Miami,
Puerto Rico, Chicago, and Dallas. [As well as online at www.lovebrigade.com]
M: What’s in store for your label?
AK: Boutiques in London, Paris, LA, Tokyo, and Milan. Launching a music
merchandise company, and basically ruling the fashion world and ensuring our own
longevity in it.
M: I wish you the best of luck. Thanks so much for your time and the insight into the
Brigade, Alyssa.
AK: Thank you.
Combining all the essential elements of a generation, Love Brigade, bridges the gap
between the edgy and the couture with garments that are not only functional, but
also artistic, making this label a must have for every season. One cannot help but
pine for the attitude of the Brigade nor the uniqueness of the brand. Their
revolutionary song says all that one must know to fall into line and march:
For we are the dreamers of dreams and the singers of songs,
The fighters of freedom and the lovers of life. We are the makers of music and the
writers of words, The libertarians of love and the conveyors of compassion.
We are the messengers of metaphysics and the prophets of peace,
The blood of our brothers and sisters of struggle.
We are the favorites of fortune and the governors of good,
The emancipators of emotion and the harbingers of hope.
We are the angels of anima and the revolutionaries of our rights,
The power of the people and the voice of victory.
We are the near future.
We are the new culture.
We are the Soul-diers.
We are ONE.
Brigade is here! Few know that a silent revolution in the fashion world is blending
urban chic mixed with Haute Couture detailing to form a glamorous ingénue marching
to her own beat. For the fashion forward a new dawn is bringing with it a clothing
label with a message: we are one. This is Love Brigade.
Love Brigade began in London as the brain child of Alyssa Key, Christiana Key, and
Jamie Rockaway. Their concept? To design pieces that are musically charged and
represent a generation of free thinkers of both sexes. Recently I spoke with one of
the “Commanding Officers” as the Brigade family has dubbed the founders of the
company, Alyssa Key, for a personal interview to shed light on the Indie fashion label
that aims to unite a generation. Here is what she told me:
M: First and foremost, I have to ask you, how did you come up with the name Love
Brigade?
AK: I wanted the name to encompass my vision of the company as well as [to] speak
for our generation. “Love Brigade” represents a group of people (or, when referring
to us, a collective) marching to the same beat based on the ideals of a love, music,
and fashion co-existence. [We are] a more passion-driven generation, following our
dreams and ambitions more than previous generations, where men can express their
emotions just as much as women. Most times, this can be evident in things like lyrics,
which is where Love Brigade also took a turn becoming a “musically charged” fashion
label. Our seasonal collections are two-part themed: one part trend, one part musical
inspiration.
M: And speaking of inspiration, how do you find yours?
AK: By looking around me and discriminating between what I find useful and what I
do not.
M: In the industry today, who are the designers whom you most enjoy and respect?
AK: McQueen, Vivienne Westwood, AsFour, and All Saints.
M: And as far as the Brigade goes, who are your designers?
AK: We have coined the phrase “open-design company” to describe our design
process. Everyone in the company is required to attend our design meetings, from
the initiation of the collection’s theme to the final sketches. This is so that everyone is
familiar with the theme and the process. Additionally, we welcome anyone in the
company to contribute designs and ideas to be considered for the final collection.
This is essential to the outcome of our collection… we collaborate on the final look of
our line, and each piece has been crafted by Love Brigade as a whole instead of one
person’s vision. My partner, Allison Press, and I are responsible for the theme/trend
forecasting, colors, and fabrics.
M: That’s a very interesting approach. In the end, what do you hope your pieces
convey to the consumer?
AK: Do you mean what DO our pieces say? They communicate confidence and
knowledge of fashion.
M: So, we know that every concept begins with an idea; how did you envision Love
Brigade? What made you come up with the idea?
AK: Love Brigade was originally to be a t-shirt and accessories online shop. My how
we changed! As we began to design the items that were to go on the online store, we
realized the talent we had at hand, and that sparked a hunger to design a collection.
So we did, and it received such great reviews that we were confident we had made
the right decision.
M: You dreamed up the concept of the Brigade in London. Is that where you are
from?
AK: No, I was raised in Jacksonville, Florida. Moved in 2003 to London, [and in] 2005
to NYC.
M: What made you move to New York?
AK: I loved London, but missed the States very much. After living in London, NYC is
really the only place stateside one can live!
M: Still, New York is a place full of talent. For you, flourishing in a place like New
York, what would you say the hardest part of starting a label was?
AK: Well, what we are constantly challenged with, which is the art of balance. Being
in the fashion hub of the United States of America, mixed with being in the hot-or-not-
crazed fashion industry, we are constantly assessing whether we are marketing
ourselves in such a way that will not make us an overnight-success-turned-flop. It is
too easy to do in our industry, and everything must be calculated in a timely manner.
M: Going back to the clothes; your fall collection has a futuristic appeal mixed with
today’s romanticism, what made you move towards the more Mod silhouettes and
necklines?
AK: We always have back stories to our collections. This season our inspiration
came from a future fashion revolution powered by the music of Bob Dylan and the
collection embodies that focus.
M: And what would you say, besides the approach to design, is the thing that sets
Love Brigade apart from other design houses?
AK: Our sizing is accurate to our market. We design for the smaller silhouette, which
typically have shorter torso length than traditional measurements [since] most of
America and Japan is this body type!
M: Is Japan a place you wish to expand to?
AK: Well, yes, but our sizing is not driven by this desire. We have noticed that the
population today, more than ever, has smaller body types with personalities that
desire to be fashionable. It is no longer the days of catering only to the "tall and
skinny"; there are many small people doing such great things, and wanting to wear
high fashion items. Many of us at Love Brigade are proof of this! However, do not get
this confused with petite wear; we are definitely not designing to petite
measurements. Most of our garments will still fit taller body types, but the torso
measurements are taken down a little, and knee-to-calf length is as well.
M: And, where can your fans find your clothes?
AK: Our store is located in Williamsburg Brooklyn on 103 Havenmeyer Street. Love
Brigade is also being retailed at Lounge in Soho, NYC, Sutra in Jacksonville Beach,
Florida, and will soon following be in more boutiques in NYC, San Diego, LA, Miami,
Puerto Rico, Chicago, and Dallas. [As well as online at www.lovebrigade.com]
M: What’s in store for your label?
AK: Boutiques in London, Paris, LA, Tokyo, and Milan. Launching a music
merchandise company, and basically ruling the fashion world and ensuring our own
longevity in it.
M: I wish you the best of luck. Thanks so much for your time and the insight into the
Brigade, Alyssa.
AK: Thank you.
Combining all the essential elements of a generation, Love Brigade, bridges the gap
between the edgy and the couture with garments that are not only functional, but
also artistic, making this label a must have for every season. One cannot help but
pine for the attitude of the Brigade nor the uniqueness of the brand. Their
revolutionary song says all that one must know to fall into line and march:
For we are the dreamers of dreams and the singers of songs,
The fighters of freedom and the lovers of life. We are the makers of music and the
writers of words, The libertarians of love and the conveyors of compassion.
We are the messengers of metaphysics and the prophets of peace,
The blood of our brothers and sisters of struggle.
We are the favorites of fortune and the governors of good,
The emancipators of emotion and the harbingers of hope.
We are the angels of anima and the revolutionaries of our rights,
The power of the people and the voice of victory.
We are the near future.
We are the new culture.
We are the Soul-diers.
We are ONE.
| One Sound, One March: Love Brigade |
photographers: rich ross | rachel kemper
models: melody, tanya, lucy, trevor, billy
stylist: paul haynes
hair / makeup: alyssa Key
models: melody, tanya, lucy, trevor, billy
stylist: paul haynes
hair / makeup: alyssa Key
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