The new line reimagines ribbed cardigans and jogging pants from a sophisticated point of view.
is not slowing down, not even in the summer, when his workload is about to double with the introduction of AthLuxury, a line that will drop seasonally and sit alongside the brand’s spring and fall collections.
He picked natural fibers for their easy use when it comes to washing and moving around in. “They have a performance aspect to them, but in a way that doesn’t require any synthetics,” said“AthLuxury has a sort of flavor of heritage around it such as lovely, old-fashioned sport clothing from the ‘30s, but done in a modern way so it doesn’t look really vintage,” he added.
The collection isn’t necessarily for the sports-orientated customer. “ want to sit in a beautifully tailored suit on a plane for 14 hours because it destroys the suit. This collection is about addressing the moods of the same client and is to complement what they already have in their wardrobes,” said Holloway.
“We all have to take the dog for a walk and to do it in something easy and light,” added the designer, who owns an Italian Lagotto Romagnolo.It’s a timely collection with all the sporting events of the year: the Euro 2024, Wimbledon Championships, Formula 1 and the Paris 2024 Olympics, as well as Dunhill’s inaugural Alfred Dunhill Padel Classic event that took place at the Hurlingham Club in May.
Dunhill also has a long partnership with the Japan national football team, otherwise known as the Samurai Blue, as their official suit provider for more than two decades. Holloway has already designed next year’s suits, which will be revealed in the late spring of 2025.A spokesperson for the brand said the feedback from clients following Holloway’s debut had been positive. WWD named the Dunhill show as the winner of Following the success of fall 2024, the brand has been expanding in the U.S.
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