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Cool Hunting Video Presents: Social Suicide

We get a studio tour from the men behind Social Suicide as they use humor and irreverence to reinvent men's fashion, one suit at a time

by Cool Hunting Video in Culture on 06 November 2006

Pairing impeccable tailoring with biting irreverence, the London-based label Social Suicide is reinventing men's fashion, one suit at a time. Using the classic male get-up as a canvas—including all its allusions to money, power and war—every piece in their line has its own story about masculinity and modern culture. By collaborating with Joe Morgan and Roy Chittleborough, the same tailors that realized the creativity of legendary British designer Tommy Nutter, Social Suicide is as committed to extending the tradition of British suit-making as it is to upending it.

When CH first came across Social Suicide's wicked sartorial humor earlier this year, it was love at first sight. In episode 54, CH visits Matt Grey (aka Tig) and Simon Waterfall, the two longtime mates behind the nearly year-old brand, at their schoolhouse bell tower-turned-studio in East London to get an exclusive tour of their collection. From the gray "Shark" suit with subtle rose pink gils to Simon and Tig's comedic and brotherly rapport, CH's latest video installment is an intimate look at an exceedingly clever and totally genuine young label.

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