Men’s fashion brand House of Rouse has launched its debut collection.
The premium mens apparel and lifestyle brand has released an initial range of t-shirts with more items set to quickly follow throughout the year.
Founded by Creative Director Andy Rouse, HOR is described as a “celebration of subtle, sometimes irreverent, sometimes silly, sometimes saucy statement style”.
Rouse said: “The brand is my design playground and the concept slowly came together over a couple of years.
“The name came first as a response to the constant mispronunciation of Rouse, when telephone salespeople would call in the 90s asking for Mrs Roose, I always remember my Mam cutting them short with a beautifully piece of alliteration – ‘it’s Rouse as in House’.
“I always liked the sound and wanted to turn it into something playful. After sitting on the name for a while I started to develop the product concept where I reimagine the brand acronym as irreverent statements for streetwear – ‘Hell-bent on Romance’ being the first release in the capsule. Stylistically speaking I’ve always been drawn to simple evergreen looks and coloursways and I wanted this to come out as a smart street look.”
He added: “Another design is an attempt to own my rather embarrassing name, you see I am Mr Andy Rouse… Mr A Rouse… you get where this is going right? This has dogged my life since it was first spotted in a secondary school English lesson. I can’t escape it, so I thought why not take it – and so the House of Aroused was born.”