NYTimes: “Ledbury: But Can They Write Fashion Code?”

On a brisk Thursday afternoon, Peter Semple strode purposefully through Google’s Chelsea offices looking for a quiet place to discuss his latest project. “I haven’t slept in the last four days,” Mr. Semple said, bypassing the cafeteria, which was blasting En Vogue, in favor of a curtained-off conference room with a large lime-green armchair at the head of its table.

He carried two cellphones: an iPhone and a Google-powered device with a custom-made rose gold cover. Mr. Semple had a hand in creating the accessory for the latter, but he wasn’t at liberty to say more about his role within Google’s creative lab than that. He was here to talk about his other job: making cashmere cardigans for Golden Axe London, the label he started last year with his brother, Richard, which has been spotted on the model and actress Dree Hemingway and the rapper ASAP Rocky.

“I was trying to marry English tailoring and all of the beautiful aesthetics and considerations that goes into that with the fun of a streetwear brand,” the British-born and soft-spoken Mr. Semple, 32, said of the sweaters, adorned with lambskin elbow patches. The sweaters are hand numbered, only available on the Golden Axe website, and cost upward of $240. “It wasn’t supposed to be remotely pretentious,” he added.



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