After more than two decades immersed in the fashion industry – from design to production and everything in between – Des Rusk has launched Longform, a new label rooted in slow design, timeless utility, and the quiet luxury of merino wool.
Stripping back the noise of seasonal drops and fleeting trends, Longform speaks to a new kind of consumer: one who values longevity, texture, and intentionality. Below, we talk to the founder about the evolution behind the brand, the philosophy shaping its debut Foundation Edit, and what’s next as Longform prepares to introduce Japanese and Italian-milled merino into its future collections.
You’ve spent more than two decades working across all sides of the fashion industry – what made now the right time to launch Longform?
I’ve been working with merino for a long time now in a previous role, and saw some clear space to present it in a different context.
I’ve also had a niggling desire to get back to designing and producing product again, so it was as much about where I was at personally as it was about what was happening in the fashion world.
Longform champions a slower, more deliberate approach to clothing. How do you hope that mindset resonates with today’s customer?
I hope customers see it for what it is – well-made pieces that offer longevity and timelessness, that can stand on their own but also fit in easily with an already existing wardrobe.
This is also as much about the design philosophy I’m taking into it, and how I want to work — constantly refining and improving on the pieces we create, while allowing for moments of play along the way.
Merino is central to the brand – not just as a technical fibre, but as a design material. What makes it such a compelling foundation for Longform?
It’s been coined as nature’s wonder fibre for a reason, as there are so many amazing natural properties it possesses. Those familiar with merino will be aware of this and my aim to blend these properties with a design aesthetic built for everyday wear, and hopefully introduce these qualities to those who aren’t as familiar.
There are also so many other ways merino can be applied than what most would realise, from more traditional woven textiles to denim and lighter weight blends. I’m excited about further exploring these possibilities.
The Foundation Edit feels both refined and utilitarian. What informed the design direction for this debut collection?
The fabric is such a key component in what we’re creating, so it played a major role in guiding this collection, and a colour palette inspired by our natural surroundings.From there it was all about building a foundation that both a wardrobe, and the brand, can build on — which meant looking at some classic garments that I could interpret in my own way and offer in an elevated everyday context.
Longform avoids the traditional fashion cycle – no seasons, no hype. How do you see that model working in today’s market?
There are obviously still traditional selling seasons that shape a lot of the market, and we will still be relevant within that.
But I see Longform working well within the growing context of capsule purchasing — intentional wardrobes made up of more timeless, versatile pieces that pair well with an existing wardrobe.
In many ways, it’s a model that reflects the disrupted nature of the current fashion landscape, with many customers buying when something resonates with them personally, not just because it’s tied to a particular season.
With the October drop set to introduce Japanese and Italian-milled merino, what can we expect next from Longform?
The timing has changed but future drops will include some woven pieces that add an extension to our Foundation collection, featuring some Japanese and Italian-milled merino.
I’m working on some more structured pieces that lean into the same workwear inspiration but also add a bit more play to some shape and design elements — all continuing the intention of creating pieces to have longevity across multiple seasons.
For more, visit longform.co and follow along on Instagram @longform.co to see what’s coming next.
