Asger Juel Larsen is a storyteller...one that laces dystopian tales to reverse stereotypes and take streetwear out of its comfort zone. The attitude of the aesthetic is ambitious, ambiguous, and charged with statement on both a visual and emotional level. Music, performance, history and propaganda play both a central and collaborative role in the collections, celebrating hidden cultures and beauty in the breakdown. This sense of individuality and expression has become widely receptive and embraced on an international basis, from the US to Asia and Europe. Asger recently won the highly acclaimed International Woolmark Prize in the European Regional Menswear sector, giving fuel to the underground aesthetic. Asger's new breed of tailoring offers unconventional sporty structure for a modern mood and generation. There's an ongoing search for new materials and textures, as well as digital print for which past collections have revelled in. Rebels hold an air of sophistication, society is tested with confidence and conspiracy, and the parallels between strength and vulnerability are explored. This is heritage that truly hopes you hellraise.