Factory by Erik Hart: Exercising Art and Commerce
Erik Hart has added another label to his growing stable of brands. The founder and designer of Morphine Generation and his eponymous line has launched a new young designer contemporary collection called Factory. It has a very similar aesthetic to his high-end Erik Hart collection—keen attention to details, minimalist sophistication, quality construction, soft tailoring—but at more-affordable price points. “It is something that is completely missing in the marketplace, which I’ve been feeling for a while,” Hart said. “I’ve been doing my look for a [while] now, and I find it’s not accessible to a lot of people who appreciate that aesthetic.” The designer’s eponymous collection, which retails for $90 to $800, has been placed on hold while he focuses on Factory, as well as multiple other projects. In addition to his print-inspired street-wise Morphine Generation collection, Hart’s portfolio includes MG Black Label, a men’s contemporary collection; Dark Harts, a new collaboration with Urban Outfitters; and a Morphine Generation for Topshop collection, which is set to launch in December.
“My plate is full,” Hart said. “I will bring Erik Hart back for sure. I just found that with all the things I’m doing I’m able to reach a broader spectrum of people through this—something that’s more accessible to people, which I think is important right now.”
The new collection is a continuation of Hart’s point of view, but with the most-expensive item retailing at $150, it is available to a wider audience. Hart’s brands all have a similar aesthetic, but each serves a different purpose and customer base. Although Hart doesn’t like to pinpoint an age demographic, Factory is geared to an 18 to 30 age range but could also translate to a younger or slightly older customer depending on their personal style. To create the collection, Hart focused on his signature aesthetic of uptown sophistication meets downtown cool. He created directional silhouettes that are also completely wearable.
It is a combination that Hart feels could hang in select retailers such as Oak, Ron Herman and Barneys Japan, where his eponymous collection has been carried. There’s a strong influence of tailoring, which is reinterpreted into Spring suitings in soft crepe fabrics. Factory has an androgynous look, but at the same time, it is sexy. Silhouettes vary from super body-conscious form-fitted dresses to oversize silhouettes with loose-fitting easy-to-wear pieces. Factory is produced in the same factories as Hart’s high-end eponymous collection to ensure consistent quality. According to Hart, the only difference is the fabrics. For example, instead of using 100 percent silk crepe, Hart utilizes polyester/silk crepe blends to help control the price points. But the look is still luxe. He developed fabrics such as a two-sided polyester/silk crepe and charmeuse fabric—perfect for the soft tailored look of the collection. Other fabrics include a lightweight stretch-vegan leather, luxurious micro-Modal knits, mesh and “trash-bag” nylons. Hart also focused on construction and design details to create a high-end look. For example, mesh inserts were added to the open back of a blazer, a legging was made from intricately pieced knit and vegan leather fabrics, and a marble-printed dress has self-taped seams.
Other styles include Hart’s signature anoraks in a shiny black and white nylon, easy shorts and trousers, draped back tops, and shirred front dresses. Wholesale prices range from $54 to $58 for outerwear, $40 to $58 for dresses, $30 to $36 for fashion tops and $40 to $45 for leggings.
The collection is having a soft launch for retailers the week of Aug. 24 but makes its official debut at the upcoming Project Global Trade Show in Las Vegas. Hart plans to celebrate the launch of Factory with an installation and short film presentation in Los Angeles and New York in early September.
For more information, contact the Hatch showroom at (213) 532-8818.
