by Katie McDowall Aqua is synonymous with fashion forward thinking and boundary pushing collections 10 times a year meeting the insatiable demand of the image conscious youth of today for style leading design and point of difference on the high street. After the whirlwind success of their flagship womenswear store in the Carnaby Street area, Aqua launched their first standalone menswear flagship on Beak Street in Soho for summer 2011 with a packed out launch after party at underground club “Concrete” in Shoreditch. Never trend led Aqua has earned its unique position at the forefront of the high street through a pioneering approach to fashion design, something echoed in the cutting-edge dedicated menswear e-commerce platform launching simultaneously with the new retail space featuring high end fashion filmography and a content led advance into the current online retail environment. With collections re-titled as ‘volumes’ and 10 of these each year, Aqua are working with some of the biggest names in styling, photography and film to support Ryan Holiday Stevens brave and bold design aesthetic with industry leading imagery and content produced by true fashion innovators. The first volume features styling by Kimi O’Neil, photography by Thomas Knights and film by Konstantinos Menelaou known for his work with Diane Pernet. Volume 1 – “Introducing The Future”, offers a rare breath and depth to the menswear environment from jersey basics to casual tailoring, denims, and sportswear across the spectrum of the modern menswear environment. With retail prices from £35 to £55 for tees and jersey basics, £40 to £60 for shorts, sports bottoms and trousers and jackets from £100 to £185, Aqua is competitive within the current menswear landscape. Aqua launched their first store in Leeds combining menswear and womenswear with the design studio above the retail space to serve the demand for hardworking pieces with a nod to the future. Two years ago, the flagship womenswear store launched on London’s Carnaby street and the brand has since gone on to receive huge press and industry interest with an ever growing and loyal following of fashion-savvy consumers. In readiness for the London launch of the Aqua menswear line the designers have worked alongside acclaimed emerging design talent adding new dimensions to their signature style and truly reaffirm their place right at the forefont of affordable British fashion and is set to be one of the most talked about menswear event of the summer.