Wigan Athletic striker Devanté Cole has launched his own clothing label 4 4 L D N, and features in a debut lookbook to showcase the SS18 collection. The London-based fashion house led by Cole features caps, tees, and tracksuits in the inaugural drop.
Speaking of 4 4 L D N’s launch, Devanté said: “I started at Man City from the age of 9, and since then football has dominated my life. But I’ve always been inspired by fashion, and these last two or three years are when I’ve started to take it more seriously.
“I’ve always kept a little notebook which I use to draw and write down my ideas off the field, and eventually the likes of Jerry Lorenzo and Virgil Abloh inspired me to contemplate my own brand. I might not have a fashion degree or design background, but I love thinking about fabrics and how the clothes come together."
New collections are set to drop every fortnight following 4 4 L D N’s launch, and Devanté, son of former Manchester United striker Andy Cole, intends to keep the studio fresh and on top of ever-changing trends. Born in London and raised in Manchester, Cole says the 4 4 L D N brand is designed to reflect the two cities close to his heart.
“I’ve spent a lot of time between London and Manchester. London is where I was born, and it’s the coolest place in the world right now, it’s had a huge influence on the brand. For design ideas, we looked at the skylines of both cities and included ideas around music, clubbing, new media, and of course fashion. Factory Records and the design of Peter Saville was a huge inspiration.
“The diagonal repeating lines and the factory rooftops are where we took the reference for the chopped off 44’s for the main logo. And of course 44 is my shirt number. It was my first squad number as a professional and will forever be my lucky number.”
View the full 44 LDN collection at 44ldn.com
