Machine-A and Byronesque Introduce 'Time-Defying' Retail Concept: Machine-B

Pulling the youthfulness and contemporary energy surrounding London concept store MACHINE-A against the cult-like status and vintage appreciation of Byronesque, Machine-B is a joint venture for the two brands with a motto that reads: 'Vintage has long been at odds with avant-garde fashion. MACHINE-A is the new generation of contemporary fashion. Byronesque is the new generation of contemporary vintage. Together, we're the new guard.'

In short, the new retail concept Machine-B integrates carefully curated archival pieces into the same context and space as the current edit of emerging and established designers. Considered part of MACHINE-A's digital and physical retail universe, Byronesque have selected archival pieces from five iconoclastic brands whose designs speak volumes today, as they did when they first hit the runway, the chosen ones being Rick Owens, Maison Martin Margiela, Raf Simons, threeASFOUR and Gareth Pugh.

'It's a process that started developing a long time ago,' explains Stavros Karelis, the founder of cult retail space MACHINE-A. 'Gill Linton and the Byronesque team had full visibility of our buys as well as the selection of brands and designers that we have been working with in order to develop this project.' Through constant conversations, a harmonious relationship was built, which ensured their individual voices felt in sync. 'Primarily, it's about two brands that appreciate creative integrity. The approach that Stavros takes in the contemporary buy is so similar to the way we sell contemporary vintage that it made complete sense that we do this together,' adds Gill Linton, co-founder and CEO of leading vintage space Byronesque.

Wanting Machine-B to defy the quantity of time, in the same way the designs of Pugh, Owens, Simons, and co have, the final outcome of the collaboration is more than just a pop-up or an isolated shop corner. It's integral to note Machine-B isn't just another fashion collaboration; it's the merging of two universes blending to become one, and to quote the press release, 'it's about seamlessly merging the archival pieces with the new ones.' Commenting on her hopes and potentials for what could become of Machine-B, Linton explained, 'I hope people are going to be surprised about the edit and how it feels coherent and cohesive, and not like just another vintage section, with Karelis adding, 'The idea of seasonality makes the lifespan of a product so short which is unfair to both the designers and the stores. This feels like something that puts time to the side, and the focus becomes on the design and the person behind it, which feels coherent with the rest of the collections'.

Gabi Asfour from threeASFOUR spoke about the intimacy she wanted her pieces to evoke when she first started designing, an intimacy that has now been picked up and acted upon by Machine-B, mirroring the love she poured into her collections, 'I wanted to make pieces that would last, pieces that you would discover again many more years later and would still want to wear them, pieces that your mom or dad would hand you down and you would be ecstatic to inherit and wear out and about,' Asfour revealed in a statement.

So, the bigger question still stands. Why those five designers? Why - out of melting pot of creativity that fashion has served us over the last two decades - have these designer's risen above the others? The answer, to Karelis at least, is simple. 'If you think about it from a design or cultural perspective, those five brands have truly changed the creative history of fashion along with the norms and laws by defying their own eras. What they had done in the past is relevant to this day.'

What's up for grabs? The Raf Simons A/W 01 camo bomber jackets - rare cult items the designer's loyal followers are sure to jump at. Martin Margiela's over the knee take on the iconic Tabi boot and S/S 97 tailored bust top, or archetypal Rick Owens menswear will also tickle plenty of fancy, alongside early Pugh staples and more.

MACHINE-B, the partnership of Byronesque and MACHINE-A launched on Thursday 4th November online at MACHINE-A.com and in store at 13 Brewer St, London.