Founded by Ramiro Fitá in 1975, John L. Cook was one of the most important apparel companies in Argentina throughout the 1980’s and1990’s. In 1998, the label was sold but repurchased in 2005 by the original owners, who rebranded the company and shortened the name to Cook.Today Cook offers young men a fun, modern, free, and unstructured look that remains faithful to the original quality of the former company.
At the recent Buenos Aires Fashion Week (BAFWEEK) this year, Cook presented a multifaceted 2009 a/w collection entitled Love Tales, which drew inspiration from assorted love stories, from different periods around the world.
The collection unveiled four separate lines: Beautiful Losers, based on the strict education in Scotland and secret societies of the 1950's; Heroes Like Love, inspired by the Soviet uniforms of the 50's; Riders on the Storm, set in the American Far West; and Origin, the label's signature look.
Cook has adopted the forest as its symbol, which conveys life, peace, and freedom, generating resistance to fight against the former concepts of repression. Cook is an staunch advocate for various social causes and sustainable projects, such as boxed water, which utilizes paper that originates from responsible reforestation.Photos a/w collection Copyright Cook.
