Thereis a new label in town, and it’s one to lust over. Meet Raey, the uniform for the fashionable. Your new go-to brand for effortless pieces, clean, crisp silhouettes with just a touch of androgyny. Raey is going to be the core of any modern man & woman’s edit. Raey is the revamped in-house brand formerly known as Freda, Matches’ 2007 alternative to key season pieces. Rachel Proud, the creative force behind the brand says Freda “Needed a new identity”, and she wasn’t wrong. Her rise through Topshop, reaching senior buyer and then design director at Christopher Kane, made Proud the ultimate authority on which direction to take Freda.
Raey is Proud’s nickname, the S/S15 collection is a distilled capsule of current trends, the foundations of a decent wardrobe. Completely wearable, the collection is high voltage basics, contemporary classics which will never go out of style. As Proud says, “These are clothes for people who’ve got stuff to do…Everything is practical, with pockets, proper linings and hems wide enough that you can take a stride in them to run for the bus.” Style and substance, we’re sold.
Featuring butter soft cashmeres, luxurious silks, tailoring collides naturally with tunics. Tapered rather than loose, the boyish fits are given feminine twists of killer slits and contoured hips. The basic palette is heightened is flairs of Pepto-Bismol pink and sugared almonds. The new classics are far from basic. With fabrics sourced in Italy and Nepal, and most manufacturing still based in England. Our key womenswear piece, the Italian cashmere dove-grey tracksuit, it’s so good you won’t ever want to take it off. Perfect for hanging around the home or flying to Milan, wear with your beloved Converse or slick courts for a full 24 hour outfit.
On the menswear, launched simultaneously alongside the womenswear line, there’s naturally huge similarities, both in fit and in fabrics. Not intentionally unisex, they’re meant to be shop together. Men and women are invited to shop the label as they wish, something Proud is hugely passionate about. We suggest you bring a little Raey of sunshine into your wardrobe this spring, and future proof your style.