
John Seabrook, a staff writer at the New Yorker, penned a great article seventeen years ago about the genius of Helmet Lang. In it, he writes about his search for casual clothes in a world where casualwear has come to mean anything and everything. Active Casual, Rugged Casual, Sporty Casual, Smart Casual, Dressy Casual, Business Casual. Some of the names have changed (athleisure is just “active casual” today), but the genres persist.
The thing that makes Helmet Lang special, Seabrook writes, is that he does upgraded versions of everyday basics. Things that are easy to adopt. An excerpt:
Helmut Lang, the Austrian-born designer, seemed to understand exactly what I needed–a uniform for the new casual world. I bought some more of his clothes: a ribbed cotton sweater that didn’t stretch like my other cotton sweaters; a few pairs of khakis, which had a pleasingly crisp finish; a denim shirt; a woollen sweater in a beautiful straw color; and a pair of jeans. They were intelligent clothes, designed for both work and play, which increasingly seem to be performed in the same outfits.
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