Corridor40

When Sigmund Freud first introduced the concept of the pleasure principle in the late 19th century, you can bet he never thought that, over a century later, his theory would become associated with a New York cult label. Though a lot has changed since Freud’s time, when Victorian dresses and silk top hats ruled in fashion, Pleasure Principle–known for its darker, edgier take on clothing basics–is in keeping with Freud’s theory that people avoid pain and pursue pleasure. In fact, a full study of the SS10 is nothing if not a pursuit of pleasure! Take the mens graphic tee; is that a couple in the throws of romance?

With their signature asymmetrical cuts that maintain a casual style all their own, Pleasure Principle is a cult darling. The racerback hooded jersey expands on the label’s original concept: developing multifaceted garments from jersey that are restrained in construction, thanks to basic tee-shirts as their premise. This season, draped details and leather belts that hug the arms rather than hips add depth, without distracting from the simple, structured design of the clothes. Below are photos from the line’s SS10 lookbook. There’s nothing like glowing cat eyes to tie an outfit together.

Images via Pleasure Principle

Photographer: Francois Hugon

Models: Martin Cohn – Women’s collection and Hash  - Men’s collection