Originally from the North West of England, Daniel W. Fletcher moved to London to study fashion at Central St. Martins, graduating in 2015. With previous experience at Louis Vuitton, Victoria Beckham, Burberry and Lanvin, Daniel’s eponymous label made its mark immediately when Opening Ceremony bought his graduate collection, and produced a capsule collection of eight of his designs for Spring/Summer ’16.
Daniel produces deeply personal collections that explore his thoughts on current affairs and social issues. His debut collection, ‘Peckham Pony Club’, investigated the controversy surrounding Peckham, a historically poor area of South East London that is now on the cusp of gentrification. The collection took a satirical look at the more recent arrivals in this part of the city, creating a ctional society of urban gentry sporting bonded leather outerwear and hard shell briefcases, emblazoned with the signature ‘Peckham Pony Club’ appliqué.
He has since produced a further three collections: Autumn/Winter ’16’s ‘English Schoolboys’ and Spring/Summer ’17’s ‘STAY’ and ‘Let It Bleed’ for AW17. This most recent collection was presented as part of the official schedule for London Fashion Week: Mens in the style of a political campaign rally. Daniel was a recipient of the River Island X BFC Fashion Film Award 2016 for his fashion film, ‘Stay’, which was showcased his SS17 collection and was directed by Allesandra Kurr. He was also shortlisted for the 2017 LVMH Prize.
In October 2016 Daniel opened a pop up store in Covent Garden, in collaboration with renowned architect Farshid Moussavi. Designed to be an immersive experience reflecting the personality and aesthetic of the brand, the store included a preview of the SS17 collection alongside the AW16 collection, as well as an exhibition celebrating the enormous variety of magazines and stylists that have chosen to feature Daniel’s collections.