The MYAR Brand Recovers Military Apparel for Contemporary Use
MYAR offers customers authentic military streetwear that is "decontextualized from its origin, but with respect to its history." The brand's designs are rugged, functional and style-enduring heritage pieces from post World War II. Delving into its passion for vintage army gear, MYAR's name is an anagram for ARMY.
Each garment is tailored and carefully repurposed for modern use. Through breathing second life into recovered classics, MYAR actively plays a role in the promotion of sustainability practices and recycling. The functionality, comfort and historic significance of the garments is preserved as the authentic military streetwear is transformed by modern design interpretations. MYAR channels the unique value and sense of belonging, contained within the military service, and seeks to bring it to the street.
Each garment is tailored and carefully repurposed for modern use. Through breathing second life into recovered classics, MYAR actively plays a role in the promotion of sustainability practices and recycling. The functionality, comfort and historic significance of the garments is preserved as the authentic military streetwear is transformed by modern design interpretations. MYAR channels the unique value and sense of belonging, contained within the military service, and seeks to bring it to the street.
Trend Themes
1. Authentic Military Streetwear - MYAR's success is due to their ability to repurpose genuine military apparel with sustainable practices and fusing it with contemporary fashion trends.
2. Vintage Repurposing - MYAR shows the potential of repurposing vintage clothing to appeal to a new generation of fashion consumers.
3. Sustainable Fashion - MYAR's approach to sustainability with authentic military gear aligns with the growing trend of eco-conscious consumers.
Industry Implications
1. Fashion Retail - The fashion retail industry is ripe for innovation in repurposing vintage clothing and MYAR is a prime example.
2. Sustainable Fashion - MYAR highlights the demand for sustainable fashion and the potential for brands to reuse existing materials to meet that demand.
3. Military Surplus - MYAR has tapped into the military surplus industry for inspiration and provided a unique twist with their fashion-forward approach.
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