Haydenshapes launches fashion collection with the Woolmark Company

By

Jennifer Braun

Published
Dec 16, 2022

Surf brand Haydenshapes, created by Australian surfboard creator and multidisciplinary designer Hayden Cox, has teamed up with the Woolmark Company to launch its first full range clothing collection. 

The ready-to-wear collection titled ‘Post-surf / New Wave’ will offer both surf and contemporary fashion across multiple categories that will roll out over the next 12 months. It kicks off with a 100% merino men’s capsule, now available on Mr Porter, that is as technical as it is environmentally friendly, in line with the brand’s DNA. 

Wool fibres are 100% biodegradable in both land and marine environments and do not contribute to microplastic pollution. Likewise, select garments feature upcycled bio-resin buttons and hardware made with repurposed wool and surfboard manufacturing waste. Meanwhile, from a technical point of view, wool offers superior thermal insulation that reacts to changes in body temperature and is also highly breathable.

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“To work with The Woolmark Company is an exciting partnership for Haydenshapes and one I see long-term for the brand,” said Cox. “The concept of Merino wool as a leading fabric story within our RTW collection was to play on my nostalgic connection to staple wool pieces that I’ve had throughout my lifetime - some that have been passed down through generations.”

Cox also explained that the collection features an interchangeable hook and loop logo and art patch, allowing pieces to be relevant season after season — another key part of sustainability.  

“This partnership brings together two Australian icons - Merino wool and the surf industry - and offers a natural way to warm up and cool down pre- or post-surf,” added The Woolmark Company managing director John Roberts. “Innovative applications of Merino wool in unique environments drives new opportunities for the fibre and challenges the way people may think about wool.” 

Haydenshapes is sold all over the world in more than 70 countries, with offices in both Sydney and California. Previously, the brand has worked on global projects with the likes of New York based artist Daniel Arsham, KITH, Dion Lee, and Alexander Wang.

Looking ahead, Cox will also mark his debut entry into furniture design with an exclusive resin capsule comprising of 8-10 pieces and launching with luxury designer retailer Space Furniture in March 2023.