The S.O.O.N. SS 2014 Collection is Here to Inspire
Vasiliki Marapas — July 3, 2014 — Fashion
References: somethingoutofnothing & highsnobiety
The S.O.O.N. SS 2014 lookbook perfectly captures the spirit of a lazy Sunday spent at home.
The London-based brand, which stands for "Something Out of Nothing," takes on classic streetwear like reversible sweat shorts and long-sleeve tees for its inaugural collection, emblazoning them with prints that are hand-pulled at the label's Ridley Road Market studio in Hackney, London. The versatile items are comfortable and stylish, no matter if you're running laps around a track or reclining on your favorite couch.
Designer Jonny Grant explains, “The name of the brand is the embodiment of my own experience and attitude towards building a career within the creative industries; starting from nothing and grafting your way up to something using the resources you have. [...] We’re responsive to youth culture and here to inspire and support a hustle-and-grind generation.”
The London-based brand, which stands for "Something Out of Nothing," takes on classic streetwear like reversible sweat shorts and long-sleeve tees for its inaugural collection, emblazoning them with prints that are hand-pulled at the label's Ridley Road Market studio in Hackney, London. The versatile items are comfortable and stylish, no matter if you're running laps around a track or reclining on your favorite couch.
Designer Jonny Grant explains, “The name of the brand is the embodiment of my own experience and attitude towards building a career within the creative industries; starting from nothing and grafting your way up to something using the resources you have. [...] We’re responsive to youth culture and here to inspire and support a hustle-and-grind generation.”
Trend Themes
1. Reversible Sweat Shorts - Opportunity for sustainable and versatile street fashion
2. Hand-pulled Prints - Disruptive innovation potential in artisanal customization and personalization of garments
3. Youth Culture Inspiration - Potential to tap into a lucrative and loyal millennial market by aligning with their values and aesthetics
Industry Implications
1. Streetwear Fashion - Opportunity to create sustainable, ethical, and trendy garments
2. Artisanal Fashion - Potential to disrupt fast fashion with hand-crafted and customized pieces
3. Youth Marketing - Opportunity to target and engage with millennial and Gen Z audiences through authentic and inspiring branding
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