For Fall 2012 Tusk Looks beyond Union Jack for British Inspiration

The Brits are here, but did they ever really go away. With out-of-the-roof ratings from the London 2012 Olympics, the Brits are not only here to stay, but are having a major impact on American culture, if not culture worldwide. But, that is nothing new. Remember, the US was a British colony before our revolution and the British Empire, now more commonly known as the British Commonwealth, at one time made up 25% of the world’s population. While other fashion brands this season chose to extend their penchant for all things British to Union Jack and Olympiad-related fare, leather good brand Tusk dug deeper into British history for its unique take on the British invasion.

Since 1990, Tusk has successfully combined expert leather goods craftsmanship with sensuous, colorful bold designs and Asian influences. For its fall 2012 men’s collection, Tusk looked to the British military aesthetic for inspiration. “Essentially, the new Tusk men’s collection draws on inspiration from the British military. When I first met with the brand and began to understand the brand’s Indian influences, I saw a definite thread linking the brand to British colonialism. You see from the collection aspects of the British Empire in India, the Jewel of the Crown, so to speak,” details Simeon Turnbull, head designer of Tusk’s men’s division.

A British native, Turnbull honed his skills at London School of Fashion and developed his core skills during his tenure at iconic British brand, Mulberry. With his transatlantic move to the US, Turnbull’s trajectory continued at premium leather goods company, Gurka, and later at Andrew Marc.

Now that Turnbull has settled in at Tusk, Turnbull is looking to expand the brand beyond its base by bringing in more elements of luxury detailing at a price point that is accessible to a wider demographic. “The new direction for Tusk is cool Americana and classic European styling forged together to create a functional product that fits the way the stylish, modern man lives,” confides Turnbull. “The Tusk man is changing, and so is the brand,”continues Turnbull.  “We are appealing to a more expansive demographic, embracing a younger consumer while still appealing to our base who expects functionality, quality, and detail in the construction that is not forced or overwhelming.”

For its fall 2012 men’s collection, Tusk has employed expert construction, luxury detailing and fashion-forward sensibility that extend from its Waterloo line to its Dublin and Safari lines. In the Waterloo line Turnbull has used soft bull hide leather trim with brass studs, coupled with a sturdy microfiber fabric; while in the Dublin line Turnbull employs durable coated canvas trimmed with buffalo leather and brass studs. The Safari lines are made with lightweight buttery Italian pebbled calfskin with glazed calfskin trim and Italian nylon with genuine buffalo trim.

For that extra pop of color that is so much a part of men’s collections this season, Tusk has found an ingenious way to enhance their men’s collection that emboldens the brand without overpowering Tusk’s signature look. “Small leather good are a great way for men to express their personality through color. And by putting bold color on the inside of the leather goods, Tusk allows men to surreptitiously express color in a way that is perhaps more comfortable and accessible,” explains Turnbull.

With Simeon Turnbull on board, a new fashion-forward direction steeped in American functionality with European attention to detail and craftsmanship, and British references that are fresh and eye catching, it seems that Tusk has got all its bases covered.

Now if I can only get one of those great Fall bags before everyone else and feel stylishly British!! Hmm!!

For more information, go to tusk.com.

—William S. Gooch