In the build up to London Collections:Men we catch up with seven menswear favourites across seven days. They took some time out in the midst of frantic preparations to give us the low down on their upcoming collections. First in line is William Richard Green who has also provided us with exclusive preview images of what's in store for SS13.

What was your inspiration for the SS13 Collection
The collection is called 'Home is Where the Heart is' and for inspiration I have been exploring things which are uniquely British to me, celebrating what I love and hate about Great Britain. Then I began looking at the specific areas which make up the geographical journey of the garments from start to finish and trying to find an alternative view of Britishness in each of these areas. I've been looking a lot at the West Midlands (where I was brought up), in Whitechapel (where my studio is based) and areas such as Yorkshire and the East Midlands (where many of the fabrics come from), trying to capture a beautiful yet gritty glimpse of Britain.

What do you have planned for the coming year ?
Well there is London Collections and then The London Show Rooms in Paris over the next couple of weeks then a few of projects with some bands. I will also start designing the next collection, so it's not all left to the last minute. I have also recently just brought out an album with my music project, so hopefully I will be touring with that too.

You will be showing at the Fashion East Installations once again this season. Has your direction in designing changed since doing Fashion East ?
No, I don't think so. I've always tried to stick to my own aesthetic and not be lead by trends around me. I think my style has matured a little over the time that I have been with Fashion East and the quality has improved massively.

What do you find is the best thing about what you do and what makes it unique?
I love the research part of designing a collection. It lets me be obsessed with something for 6 months then move on. I love having the freedom of being able to do what I want. I really love making the film every season, I think it's what I am enjoying the most at the moment. I also love finding out about British mills and craftspeople then seeing how they work.

What do you plan on doing after showing your collection this season?
I have a few projects that I have put on the back burner whilst trying to finish the collection which I will be getting on with. Also I'll probably go visit my parents and drink a lot of Bathams, the local beer where I am from (its the best).

If you could dress anyone, real or imaginary, who would it be ?
The machinists in the factory I use, they would look so bad ass in the collection.

What advice would you give to young aspiring menswear designers ?
I know it's a bit cliché but, seriously stick to your own thing and don't try to follow trends. It's really transparent.

Malcolm Mafara

British menswear has never been more supported or acknowledged than it is at the present moment, and it seems that every week leading up to the inaugural Mens Fashion Week(end) there is a new announcement.

Today the BFC have announced the four menswear designers who have been awarded the Fashion Forward sponsorship to show at London Collections:Men in June. Congratulations are in order for Christopher Shannon, E. Tautz and J.W. Anderson will join current recipient James Long, who was the first menswear designer to receive sponsorship last season. This is the first time Fashion Forward sponsorship has be dedicated solely to Menswear designers.

Malcolm Mafara

The recent boon in weather over the past few days has left most a tad charred but overall rearing to go for what the summer has to offer. Whether you're stuck in the office or flying to Florence the sunshine usually tends to bring out the optimist in most. But those still feeling a little bit gray should take some wisdom from Mr Paolo Nutini and get some new shoes to lift your spirits, or better yet a new pair of shades. Afro-Italian brand L.G.R have created a limited edition range of sunglasses available exclusively on Oki-ni, featuring only 40 pieces including their clean and classic Maputo frames. They are sure to be a hit, so don't wait too long.

Malcolm Mafara