Interview to Matt and Sam

Hi Matt and Sam, tell us a bit about yourselves!

Ok, so I’m based in Leeds where I live with my fiancé Lizzie and our rescue greyhound Sid. I’ve worked in music and fashion retail most of my life, cultivating major obsessions with both. I really started out as a sneaker head and then moved onto streetwear and denim. Over the years it became a much broader interest for me understanding different brand aesthetics and DNA. After posting on various forums/message boards for many years I migrated to Instagram and gradually started to develop content with a focus on my personal style. Since then my following has gradually grown and I’ve become part of a worldwide community of clothing and design geeks. I ’ve also been luckily enough to work with a wide range of brands and retailers in a creative capacity, from occasionally modelling to content creation and latterly styling shoots

I’m Sam! I live in the North of England with my partner Holly, and our French bulldog Lilith. I’m a fashion and portrait photographer, and also occasional director for fashion films. Outside of my photography I have a huge interest in natural fibres and slow production methods, as well as a huge love for camping and the outdoors.

We noted both of you have great style, when you did a feature for TOAST together. How did you two get together in the first place?

We’ve just followed each other on instagram for what seems like an age, and I’ve always loved Matt’s personal style. He’s one of those people that has a really strong sense of personal style, and he rocks patterns and layers in a way that I never could! Whilst we have quite different styles I think we also share a lot of the same principles. There’s always an element of utility, and a genuine excitement about things that are just designed and made really really well. On top of that Matt is just such a delight to hang out with!

I’m pretty sure I’d seen Sam around Leeds wearing Nigel Cabourn and Margaret Howell and noted he had good style. Eventually we crossed paths on Instagram where it quickly became apparent to me just how talented he is. We had some beers at a denim meet up and agreed it would be good to work together as we had so many shared ideologies. We became friends from that point really. After the Toast live broadcast and a few shoots I think we realised we compliment each other quite well. Working with Sam is an absolute pleasure for me, so much so that it never really feels like work.

What are the things that are important to you when it comes to clothing?

I prioritise natural fibres, quality manufacturing, repairability and timelessness above pretty much everything. I also like things to be versatile so I can wear them as much as possible with the rest of my wardrobe!
First and foremost clothes have to be practical for me. I need clothes that are made really well and made to last. That also comes in the aesthetics, where I’m looking for an element of timelessness that I can comfortably wear for years and years to come.

Well I’d say it could be a multitude of things really depending on the item. I definitely spend a substantial amount of time researching brands and items and knowing the market in a broad sense. But I try and think about some or all of the following.
Is it well constructed, with quality materials?
Does the brands ethos match up with my ideals Will it wear well and get better with age?
Is it sufficiently different to anything else I already own?
Is it functional, to be worn for a specific purpose?
Will it work well with the rest of my wardrobe?
Will it suit my body type and complexion?
Is it within my budget?
That all sounds quite analytical but actually it just means I’m quite measured in terms of what I buy. Considered consumption.

We have to ask, but where do you see crossover points with what we are doing?

I’ll often buy with longevity in mind and I'd say HAKU has an abundance of authentic well made brands that are built to last, with a focus on quality over quantity.
Personal favourites from the brand list are Fujito, Sage De Cret, Japan Blue, Fob Factory and Remi Relief. Not forgetting Nanga, Houdini and Descente for more technical clothing.

What Matt said, except my standout brand on the whole list has to be GoHemp. I love what they’re doing!

How then would you describe the HAKU vibe?

If I had to choose one word it would be ‘versatile’. There’s such an amazing range of smaller brands, lots that are new to me too, but if you have a strong sense of your own personal style you can easily see how it can all fit together to create some really interesting and versatile looks!

HAKU's vibe is all about diversity for me. The brand list covers so many bases appealing to different demographics. I think we had that in mind whilst picking items for this shoot. I really wanted to showcase the range of aesthetics that can be achieved whilst shopping at HAKU and I hope our photos help get that message across. An overarching spirit of Amekaji/Ametora will always be the focus at HAKU but in the mix there’s an abundance of brands and items referencing many other sub categories… be it technical outdoors, militaria, workwear, hunting gear or Ivy League … there really is something for everyone.