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International Woolmark Prize : Agi & Sam
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Sometimes the greatest creativity is elicited from a challenge. For Agi Mdumulla and Sam Cotton, the straitened economic times of the Global Financial Crisis provided just the nudge they needed to begin their own label, Agi & Sam. Having met together as interns for British super-brand Alexander McQueen, with Manchester School of Art fashion design graduate Mdumulla on the men’s design team and University of Lincoln illustration graduate Cotton in textiles, the pair fast became friends but found themselves stuck in “a weird position” as Mdumulla puts it. “Our work was too luxe and premium for the high street, so they were scared we’d get bored, yet we didn’t have enough experience to be hired by the luxury companies, which were cutting jobs left, right and centre.” Says Cotton: “We just thought, let’s make our own job.” Beginning at London Fashion Week in September of 2010, support for the new label, which aimed to sit somewhere between those at the conservative and daring ends of the design spectrum, grew quickly, with Agi & Sam gaining sponsorship from Fashion East and Topman for their following two runway shows. In 2012, the label was nominated as the best emerging menswear designer at the British Fashion Awards, a trophy they took home the following year and which was, according to Cotton, “a completely unexpected and overwhelming surprise.” a lot of them couldn’t get their head around our ideas as they hadn’t done anything like it before. Agi & Sam | British isles
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