British underwear brand Drake & Hutch is working with Manchester University as part of a collaboration that will promote young design talent.
The brand has opened up a competition to the university’s entire design department to develop a print design that could be applied to cotton jersey fabric and made into underwear.
The chosen designs will form a limited-edition range that will be launched in SS15 and sold through Drake & Hutch stockists in the UK.
Each garment will feature a card insert with a short bio on the winning designer.
Drake & Hutch founder Peter George McGuiness launched the project with the aim of giving young designers exposure in a competitive industry.
“Having worked my way up from design collage to a career in buying and product development I have come across so many individuals with a passion and natural design ability but often this was wasted as they were seen as too junior to take on the large projects,” he told Lingerie Insight.
“Youth always seemed to be classed as a weakness, but in my opinion young designers with talent, passion and no concept of boundaries are most likely to create something truly spectacular and unique,” added McGuiness.
McGuiness founded Drake & Hutch in 2010 shortly after graduating and while working for men’s formalwear brand Charles Tyrwhitt.
He spent three years developing the fit and feel of the underwear and officially launched the brand to trade in SS14.