The north Londoner combines outrageous artistic flair with a sound head for business
Don’t tell Craig Green what he can’t do. When the menswear designer started a Central Saint Martins art foundation course a decade ago, he thought he’d end up being a painter or sculptor. But on the first day, someone advised the students that whatever they were considering, it was probably best not to do fashion. “They said: ‘Don’t bother trying because it’s really competitive and too many apply to do it.’” Green smiles, remembering. “I thought: ‘Don’t tell me what to do.’”
Now Green is being lauded as the most exciting menswear designer in fashion. Since launching his own label in 2012, he’s won British Menswear Designer of the Year twice. His clothes are sold in the best stores in the world and have been worn by the likes of Drake, Kendrick Lamar and Rihanna (his men’s clothes have a cool, dedicated female following). You might have seen the costumes he made for Ridley Scott’s 2017 film Alien: Covenant. You can find his garments and specially commissioned works at the current Heavenly Bodies fashion exhibition at the Metropolitan Museum in New York. This week, Green is the guest designer opening Pitti Uomo in Florence, one of the most important showcases for men’s fashion in the world.