Ex-Acne duo to launch new label Self Cinema at Scoop

Self Cinema

Ex-Acne Studios design duo Samuel Thomas and Anthony Rock are debuting their new Self Cinema collection at the Scoop SS20 show at the Saatchi Gallery London from 21-23 July.

Tipped to be a premium label to watch this year, Self Cinema has been created with three main principles in mind: high-end design and quality, affordable pricing and sustainability.

Based in Stockholm, Sweden, co-founder and CEO of Self Cinema, Anthony Rock, previously head of denim development and production at Acne Studios, says: “For our SS20 first season collection we have being looking at what we would like to establish as the core pieces we want to keep coming back to season after season. For us the key wardrobe classics are Breton tops, denim and nylon jackets. They best sum up our taste.”

The collection also features oversized organic cotton knitwear and EcoNyl anoraks, slim organic Japanese indigo denim and organic Egyptian cotton jersey, which give the collection its high fashion style, and luxury hand.

Self Cinema

Headhunted to work on the men’s collection at Gucci in 2004, followed by the women’s team at Burberry Prorsum – under the direction of Christopher Bailey – then in Paris at LVMH Group in several roles including designing the men’s collection at John Galliano, co-founder Samuel Thomas says: “Clothing plays a critical part in the way we narrate our lives.

“We would like to offer a unique three-way approach to the premium clothing market. Firstly, the garments must be accountable to the processes and labour that is a part in the creation of our collection. The style will be coherent with contemporary high-end casual daywear. The price will not reflect the quality, as the price will be kept competitive to offer the best experience to our customers.”

Scoop welcomes premium department stores from across the globe including Harvey Nichols, Brown Thomas, John Lewis, Voisins, Galeries Lafayette, Beymen and Le Bon Marché, as well as independent boutiques such as Aria Boutique, Found, Iris Fashion, Jules B, and Sue Parkinson. Self Cinema is likely to be very much on their radar this time around.