Designer Luke Dawson. Image supplied.
Luke Dawson founded his namesake streetwear label in 2016 and made his New Zealand Fashion Week debut as part of this year’s New Generation show. We were impressed with Luke’s casual yet quirky style with his love of comics coming through in his unisex pieces.
We caught up with Luke to find out more about his brand, what inspires him and what you would never catch him wearing!
Tell us about your latest collection?
My label is heavily influenced from ‘board’ street wear, to 90s fashion, and my love for comics. It is volume two from my own comic line “The Boy from Goreville”. I’ve had a pretty colourful history so far in my 27 years. So each collection produced is a new story from the comic, which is heavily influenced from me growing up. The comic is blown up onto fabric, and then cut out randomly onto different parts of the garments.
Showcasing at New Zealand Fashion Week, I used it as an opportunity to introduce this concept. Which was a pretty big call seeing no one had seen it and it was a massive platform to introduce it but it paid off as I got amazing feedback about it.
What made you become a designer?
I’ve always been into drawing (mainly cartoons) and my late grandma Jo was an amazing sewer but sadly she passed away before I actually got into fashion. Funny enough it was my dad who said I’ve always enjoyed drawing and fashion so why not go for it. So I saw it as a good opportunity to do something close to my grandma and bring my love for cartoons and fashion together.
Luke Dawson’s ‘The Boy from Goreville’ collection on the runway at New Zealand Fashion Week 2017.
What inspires you?
Definitely board street wear (skate/snow/surf) as I have always wanted to be a skater kid but I was bad at it so I thought why not dress them instead. I’m a huge fan of 80s and 90s trends especially vintage crew necks with cartoon characters such as looney tunes and Disney and also starter jackets. Also, have I mentioned cartoons?
Describe your personal style and how it influences your designs?
Casual/skater style with of course a cap. I’ve always been a huge fan of caps so you definitely see them mixed into my designs. I’m a bit of a fan of wearing tees and crews that are a few sizes to big. So you see a bit of bagginess in my looks. Only when it looks trendy of course!
What is your all-time favourite purchase?
I’ve always been a huge fan of I Love Ugly 5 panels. I have over 12 of them. Bit over the top on my behalf but the fabric prints they have chosen over the years have been on point.
What wardrobe item should everyone invest in?
Everyone needs a favourite cap!
Luke Dawson’s ‘The Boy from Goreville’ collection on the runway at New Zealand Fashion Week 2017.
Do you have a style rule you always obey?
I am probably the worst at following any rules in the fashion game. But I was always told when suited up your belt should match your shoes. Or that might be in general.
What has been the highlight of your career so far?
Definitely being apart of New Zealand Fashion Week in the New Gen show this year. I met so many amazing and influencing people. I got great feedback on my label and its style. It was a massive week and I had a lot of fun but jeepers it was good to get back to wee Gore to chillax and reflect over the full-on week.
What can’t you live without?
Sweets! Oh and my girlfriend (if she’s reading this).
Finish this sentence – You would never catch me wearing…
Stubbies because I have tree trunks for legs!
Runway images by James Yang Photography.