The Ivy League aesthetic is a popular one for brands to take on and rework. There is a certain nostalgia and regalness to the style which reflects a collegiate tradition of men's dress and is great for those trying to evoke certain aspects of American subculture.
The Ivy League aesthetic is front row and center for The North Face Purple Label in its Spring/Summer 2023 collection—even though the spin-of label is still only available in Japan. It is worth noting that this company is completely separate from The North Face. It is owned by Goldwin, a Japanese conglomerate that has the exclusive rights to sell The North Face apparel in Japan and South Korea since 1982.
The Spring/Summer 2023 capsule is called The Mountain Ivy and it certainly builds on an Ivy style tradition in Japan.
Sporty Ivy League-Inspired Lines
The North Face Purple Label Channels the Ivy League Aesthetic
Trend Themes
1. Ivy League-inspired Fashion - Continued popularity of the Ivy League aesthetic in fashion creates opportunities for brands to rework and modernize the traditional style.
2. Regional Exclusivity in Fashion - Companies can leverage regional licensing agreements to create sub-brands and exclusive collections tailored to specific markets.
3. Exploring Subcultures in Fashion - Exploring and incorporating elements of subcultures, such as the Ivy League tradition, can set brands apart and create a strong brand identity.
Industry Implications
1. Fashion - The fashion industry can incorporate the Ivy League aesthetic and explore subcultures to create new styles and collections.
2. Licensing - Companies can utilize licensing agreements to create exclusive collections tailored to specific regions and markets.
3. Retail - Retailers can leverage consumer interest in the Ivy League aesthetic to offer new and unique products that capture nostalgia and tradition.