Contemporary label SSUR debuts its Summer 2018 line which is heavily compromised of street chic clothing. The offerings are informed by a 90s aesthetic, specifically related to the skating and early hip-hop community. With a modern twist in the design and a slightly more refined silhouette, SSUR is able to bring out the fashionable connotations of street culture.
The range is made to be affordable and comfortable. Due to the relaxed tailoring and the careful choice of materials, the street chic clothing is not only a lesson in contemporary style but is also perfect for skateboarding in the urban landscape. From deep red terry cut-off suits to engagingly minimalist graphic tees, SSUR's 2018 collection is made in the USA and Ukraine.
90s Street Culture-Inspired Collections
SSUR's 2018 Capsule Boasts Nostalgic Street Chic Clothing
Trend Themes
1. 90s Street Culture-inspired Fashion - Bringing together the nostalgia of 90s street culture with contemporary design for a modern twist in clothing; a disruptive innovation opportunity for fashion brands looking to tap into the millennial market with an emphasis on nostalgia.
2. Affordable Streetwear - Creating affordable streetwear that is stylish and comfortable is a disruptive innovation opportunity for fashion brands looking to cater to the urban millennial consumer.
3. Skate Culture Clothing - Designing clothing inspired by and catering to skate culture is a disruptive innovation opportunity for fashion brands looking to tap into the growing popularity of skateboarding among millennials.
Industry Implications
1. Fashion - Fashion brands looking to tap into the growing demand for streetwear and cater to the millennial demographic with affordable and stylish clothing.
2. Skateboarding - Brands catering to the skateboarding community with clothing that emphasizes comfort and functionality while also remaining stylish.
3. Hip-hop Culture - Brands looking to tap into the nostalgia of 90s hip-hop culture with clothing that blends contemporary design with streetwear aesthetics.