Hayden Cox, founder of Haydenshapes’ style rules

What’s your fragrance of choice? Byredo “Gypsy Water”.


Any go-to jewellery? An IWC “Big Pilot Ceratanium” watch and my wedding ring.

Can you remember a favourite outfit you wore as a child? From about 13 years old, it was light coloured jeans, a terry towelling polo shirt and a Pittsburgh Pirates cap I wore in every family photo for about six years. Or my wetsuit.

And your worst fashion mistake? I laugh when I see photos of myself wearing a fluffy yellow cardigan in the early 2000s.

What was your first fashion moment? Probably 18 months ago, when we started designing the first Haydenshapes apparel collection. I really immersed myself in the process: how each garment is made, the different design choices. And I geeked out on the fabric: the hand-feel, the backstory, a new cotton weave. The collection has a utilitarian nature and my DNA but it’s got a bit more flavour than my personal taste. You need a broader audience; not every surfboard I design is what I like to ride. But it’s fun and it’s allowed me to explore and wear different things.

What’s at the top of your wish list? Prada “Monolith” Chelsea boots. I’m loving those exaggerated silhouettes.

Is there anything you would never wear? I like to stay open-minded even if it takes me a bit to warm up. It’s like riding surfboards: I’ll try any board. The same with clothes; it’s good to explore and then figure out how comfortable you are.

Is there a current fashion trend you’re loving? My eye catches on unique and innovative features, like the hand-fabricated hardware on Daniel Arsham’s Objects IV Life denim pieces, a pocket sitting off on its own, or even just a bit of asymmetry in a silhouette.

What shoes do you wear most? Black Prada sneakers or Suicoke slides.

Who’s your fashion icon? Nick Cave comes to mind; classic and timeless.

Hayden appreciates singer Nick Cave’s “classic and timeless” style.Credit:Getty Images

What do you wear on a typical working day? I’m moving around a lot from the office to the factory, so it’s pretty relaxed: Supreme jeans and either our Japanese-twill “Concave” shirt or “Volume” tee.

What’s your favourite off-duty, casual Sunday look? I’ll be with the family down at the beach in shorts, road-testing our UV-blocking surf shirt for season two. It’s a shirt you can wear in and out of the water.

The Haydenshapes ready-to-wear collection is available from mrporter.com.

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