Charles Jeffrey — of Loverboy fame — has unveiled a new line known as No Wave Couture. The company said that “as a small brand rooted in menswear, this marks our first real step into flou. An essential evolution for the business. We’ve created custom looks for friends and collaborators, but now we’re treating this craft as a pillar in its own right”.

The No Wave name comes from “an art and music movement born in late 70s downtown New York. A rejection of convention, melody, and polish. It was raw, experimental, and anti-trend, celebrating process over perfection. That spirit defines how we approach couture”.

The company also said “we’re building it as we go, learning through making, improvising our own rhythm. That is No Wave. That is Couture reimagined for the world we live in."

And co

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