SIXTEEN months ago, Manchester City centre-back Joleon Lescott launched a fashion line with this brother, Aaron Lescott and best friend Jordan Stewart.
Lescott believes his retirement will be “in three or four years” and Lescott Stewart will help him adjust to life after football.
Lescott Stewart, the online store, was the archetypal footballer wardrobe; pectoral enhancing v-neck tees adorned with provocatively positioned women.
“Inspirational to most to be fair,” laughed Lescott, speaking about the previous erotically charged designs.
“I guess at the time that look was more relevant. We’ve since had a lot more time to structure the business and understand how the design process works and we trust the people we work with. We let them know our ideas but then go down the guidelines of the design team.”
Joleon Lescott, designer Lee Sedman and Aaron Lescott
For their launch into Harvey Nichols this week, sharing a menswear floor with the likes of Paul Smith, Dolce & Gabbana, Alexander McQueen and Kenzo, the lads have had to up their game. Now, according to Lescott, it’s very much a professional process.
“My brother and the design team are now going to the trade shows.That wasn’t happening before. We’re now producing designs for autumn winter next year in January. We didn’t realise that’s how it should be done. We’d leave it a couple of weeks before. It just doesn’t work like that,” he said, face palming the memory of a shaky start.
Now playing with the big boys, the brand is certainly looking slicker. If the majority of Premiership footballers’ cars are anything to go by, the style of choice is bold, blinging and completely over the top.
Lescott Stewart has taken a more toned down approach to the coming season. Gone is all the bling and women. Designs are striking in a different way, with many of the vests and tees featuring weather based designs, lightening, clouds and cyclones. The rest focuses on mixing materials and cuts with quilted leather featuring heavily.
Joe Hart models for Lescott Stewart
In the celebrity world both 50 Cent and Wretch 32 have shown an interest in the brand of which Lescott said: “I definitely didn’t just want to ask for favours, you know, ask them to wear a t-shirt for a picture. Instead we just asked mutual friends to show them. It just so happened that they liked them.
“There are certain stylish people out there that you think if they were seen wearing your stuff then you must be doing something right. For me, that would be Kanye West and David Beckham. We’d never ask them to wear it, but if they did that’d be great.”
Clearly a lot of effort has been put into the new look Lescott Stewart, which begs the question, how on earth does a footballer who is fighting for his place in both his club and country squads have time to think or care about a clothing range?
Lynda Moyo Chats To Joleon Lescott About Fashion And Football
“We all know and understand football is my main priority so it won’t interfere with that. Any influence I can have on designs, I definitely will do but obviously football is my main focus. It’s given me the opportunity to create this in the first place so until I retire...”
Lescott believes his retirement will be “in three or four years” and Lescott Stewart will help him adjust to life after football. Or he could try and become a movie star like David Beckham is rumoured to be doing?
“Haha, really? That wouldn’t surprise me actually. He can probably do whatever he wants that guy.
“A lot of footballers go into properties and stuff like that. It doesn’t really interest me though. I’m passionate about fashion so I hope it progresses and continues to be successful so when I do retire I’ll be able to put my all into it.”
Joleon Lescott on the catwalk
Modelling the new designs on the launch evening was Lescott’s team mate Joe Hart, his cousin and professional boxer Brian Rose and of course Lescott himself.
“There were other players I could have asked. Javi Garcia is a good looking guy with style. Yaya might have been up for it, but modelling it’s not as comfortable for some as it is for others. I’m also really close with Micah Richards but it would never enter into my mind to ask him because I know that’s not his thing.
“Joe is not shy,” laughed Lescott, before heading off to strut his stuff to a live performance from British rapper Kano.
The Lescott Stewart SS14 range is priced from £55 for s t-shirt to £450 for a jacket.
Have a look at all the pictures from the fashion show and evening plus the video below...
Follow Lynda on Twitter @lyndamoyo
Joleon Lescott With Lynda Moyo
Sarah Harding
Michelle Keegan
Joleon Lescott
