Fashion

A Look Inside Cambrensis “Merthyr SS24 Launch Event”

12 May

Emerging from South Wales, Cambrensis is a men’s wear brand where classic styles are reimagined with a Welsh spirit. Founded by Ioan Bowen-Pickett in 2022, the label carries the weight of its heritage proudly. “I’ve always been exposed to menswear,” says Bowen-Pickett, “from following my football team Cardiff City and seeing the older lads wearing these foreign garments that were instantly attractive to me, brands such as Stone Island, C.P. Company and Adidas Spezial, have meant the most to me growing up” This early influence, combined with his family’s history in the South Wales Valleys coal mines, is reflected in the brand’s logo – the iconic “Cambrian Type No. 1 Miners Safety Lamp.”

More than just an emblem, Cambrensis‘ identity shows in all it’s collections. The brand uses limited-edition batches to eliminate waste, and, each piece uses specialist materials and pigments, all sourced sustainably. “We believe in quality, up there with the best,” says Bowen-Pickett. “From a personal point of view, I wouldn’t feel comfortable releasing anything that was less than perfect, which has been proven throughout ‘Merthyr’ SS24, in particular, during our show at London Fashion Week in February”

The brand’s latest collection, “Merthyr” SS24, reflects this ethos. Named after the former “Iron Capital of the World,” Merthyr Tydfil, the collection draws inspiration from the town’s industrial legacy. “Choosing to name each collection after a place of significance in Wales came naturally,” explains Bowen-Pickett. “It makes them sentimental, which works on both levels of exclusivity and being a Welsh heritage brand.”

‘Merthyr’ SS24, is represented by Richard Trevithick’s ‘Catch Me Who Can’ steam railway locomotive, which was an evolution of three earlier locomotives that had been built for the likes of Penydarren Ironworks in Merthyr Tydfil, showing a symbol of innovation and progress. “The collection is targeted towards people who appreciate Welsh culture and design,” says Bowen-Pickett.

But “Merthyr” SS24 is more than just a collection. it’s a tribute to family and legacy. “On a personal note, my mum’s side of the family is from Merthyr Tydfil. The collection film, narrated by Bowen-Pickett’s late grandfather, Dr. Elwyn Bowen, MBE, a respected historian, bridges the gap between the town’s past and the future envisioned by Cambrensis. Filmed on location in Merthyr Tydfil, the film promises powerful visuals that translates history into wearable pieces. “There is no better link between ‘Merthyr’ SS24 and the town’s history, than the fashion films narrated by my late grandfather,” says Bowen-Pickett.

This dedication to storytelling extends beyond the film. Each collection boasts artwork, hand-drawn by Bowen-Pickett himself, showing objects significant to the chosen location. While the artwork subtly influences the collection’s visual identity, the true impact lies in the content and imagery used to promote the garments, and at ‘Merthyr’ SS24 Launch Event.

Creating the collection was an exciting experience for the Creative director, the only challenge he shared with me was, “The biggest challenge of the collection was organising and executing the shoot in Merthyr Tydfil, where we created the fashion film. I knew this shoot was the most important as it would represent the brand and collection’s visual identity as well as create a beautiful short film that would translate history into modern wearable pieces.”

Cambrensis caters to a discerning audience – those who appreciate the quality and craftsmanship of garments steeped in Welsh heritage. The brand aims to evoke not just confidence, but also a sense of pride in its Welsh customers. “I hope customers see my vision based on my inspiration in menswear and my upbringing in South Wales,” says Bowen-Pickett. “I hope they feel confidence and if they’re Welsh, pride.”

Cambrensis is poised to become a leading voice in modern menswear. The Welsh brand is not just about clothing; it’s about a story, a legacy, and a vision for the future, with a focus on sustainability and collaboration. The “Merthyr” SS24 collection launch event which took place at the Tiny Rebel Cardiff on Friday, May 10th, was a must-see for those seeking a glimpse into this exciting new chapter for Welsh fashion.