novicewear is a fashion brand founded last year by Magnus Aske Blikeng, a Norwegian designer and the latest from the brand is the innovative TX-02 jacket. The brand launched with the mission to understand the social and pragmatic stand that workwear has to make utilitarian designs last longer.
The jacket was originally set to launch as a part of the Spring/Summer 2021 selection, but got pushed forward due to the pandemic. The TX-02 jacket joins the Fall/Winter 2020 roster and is constructed using British fabrication. It boasts sporty cuts and a utilitarian design, resulted from many samples to create the perfect jacket. It focuses strongly on sustainability and take into account of waste and travel, with only 16 pieces in total before the official pre-order launch.
Utilitarian Sleek Sporty Jackets
novicewear Takes a Progressive Approach to the TX-02 Jacket
Trend Themes
1. Sustainable Utilitarian Fashion - Disruptive innovation opportunities in creating durable and environmentally friendly workwear designs.
2. Progressive Sporty Cuts - Disruptive innovation opportunities in combining sporty aesthetics with utilitarian design elements.
3. Limited Edition Pre-order Strategy - Disruptive innovation opportunities in utilizing scarcity and exclusivity to drive demand and sales.
Industry Implications
1. Fashion - Disruptive innovation opportunities in redefining workwear fashion with a focus on sustainability and utilitarian design.
2. Textile - Disruptive innovation opportunities in developing British fabrication techniques to support the production of durable and functional jackets.
3. Retail - Disruptive innovation opportunities in implementing limited edition pre-order strategies to create excitement and drive sales for fashion brands.