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Agi & Sam X Axe: The London Collections

The London Collections is the place designers from across the world show their new menswear collections to the world. From world famous names, to designers fresh out of college, it’s an event where everyone’s welcome, and people from all walks of life gather to celebrate the diversity in men’s fashion. 

We partnered with up-and-coming label Agi & Sam, the label created by talented British duo Agape Mdumulla and Sam Cotton, as their official grooming sponsor. The twosome were named GQ’s Breakthrough Fashion Designers of 2014, and they’ve been supported and mentored by Sir Paul Smith for some years now. So joining forces with such a phenomenally talented pair is something we’re very excited about.

The theme of Agi & Sam’s show was ‘Modern Househusband’, and the collection was influenced by what the duo thought it meant to be a modern man - something we’ve also been thinking about. The duo sent out the invitations to their show using the tin of our Clean Cut Look: Classic Pomade, from the signature range.

There was another reason for us to be excited. The fashion show was where we launched our collaboration with Kieron Webb – the London Barber. Kieron’s our new creative director – he’ll be bringing years of experience and expertise to help guys get the best from their hair. Kieron was on hand throughout the show, styling the hair of the diverse range of guys who were modelling Agi & Sam’s thoughtful, exciting new collection. Kieron used Axe products on all the models, creating what a number of fashion websites and blogs described as modern takes on a classic '50s look. 

Agi & Sam share the same values we do, which is why we were so proud to work with them. Not only are they a fantastic, home-grown team, but they’ve dumped traditional ideas of what it means to dress like a man, and created a collection that thinks again about what it means to be a man in the 21st century . 

We chatted to Sam, who said that the collection was about: “Not confirming to what gender specifies.” It was about celebrating the uniqueness of all guys. The show was certainly well-received, with writers and bloggers raving about it. As Sam went on to say: “Don’t be pigeonholed in to other’s expectations. Be yourself, have fun in life and be proud of your individuality. Find your magic.”