James Long, British Fashion Awards' Emerging Menswear Designer of the Year?

The nominations for the British Fashion Awards are out. As you'll probably know. But do you know James Long? Nor do I, but I'd like to.

Mr Long has been nominated for Emerging Talent Award - Menswear, and his AW11 collection speaks for itself. 

Muted hues make for a typical menswear range, the kind you see in Debenhams and Burton BUT, Long's playful approach to texture is where grey knits and scarves get a kick up the arse.

I'm quite the fan of a chunky knit, but being a 'rake with a lollipop head' (my mother actually said that to me) I can't pull off the kinds of knits draped over these gent's shoulders. Sigh.

However, this barely-there knit, as featured in Dazed, might do?

Good Luck James.

END.