Label to Love — Lorod
By Lauren Cochrane
Lauren Rodriguez defines the Lorod woman as “someone who knows what her style is, what she wants and where to get it.” Lorod, the brand that Rodriguez set up with her design partner Michael Freels in 2015 and named after Rodriguez’s childhood nickname, aims to be satisfy this tricky customer. The clothes are, all at once, neat, crafty, sexy and architectural: a pair of jeans with saucy zip detailing, a cropped duck egg blue jacket or a russet-coloured soft shirt worn with snakeskin belt.
America - where the Parsons-trained duo are based, in New York - is at the heart of the label. Most of the fabrics are American-made, and all of the production is based in the States too. But it’s the aesthetic of the land of the free - striding forth, in clothing with the fat trimmed off - that is truly essential. “The uniform is something we often look to as the American standard of utility,” says Rodriguez. “That’s definitely something we try to emulate in our own design. Everything we make has a function, nothing is superfluous.”
That is the kind of talk that traditionally feels more at home in menswear - where style evolves rather than reboots every season. It’s a way of thinking that works in the world of Lorod. “[The label] reflects our interest in utility, casual tailoring, and the way that classic garments have evolved over time,” says Freels. “I often tailor vintage boy’s clothing to fit me, which is how we began to develop the fit of our pants,” adds Rodriguez. “Our customer loves clothing - not necessarily fashion - but craftsmanship.” Demanding, particular and discerning - sounds like someone we would like to meet. Probably while wearing Lorod.