rose to prominence with his printed tees and bombers, notably the t-shirt emblazoned with his friend Ian Connor’s face that ended up becoming an internet phenomenon of sorts —even said to be a contributing factor to the broader acknowledgement of the subject’s cool kid status in the industry. Feeling like he’d ran out of things to say, Fry stripped back his louder aesthetic and put the parodies on the back burner. His niche became simple, well-cut and high quality basics, which the likes of Drake and Justin Bieber in particular have taken a real liking to. With his most recent collection featuring an on-point parody of the Vetements Snoop tee, it’s looking like the original humour is spilling from the seams of the brand and playing tug-of-war with the simpler garments that we’ve come to expect from Wil Fry. We talk to the designer about menswear’s current popularity contest, his favourite producer tapes at the minute and the irony of streetwear’s trickle-up to luxury.