The Griffin 2013 Spring/Summer collection consists of activewear caught in the crossfire between city and country inspirations. The label inherently represents both of these places and attempts to bridge the gap between the two spaces. The Griffin lookbook promotes healthy living and keeping active.
The stunning seaside lookbook follows two male models as they run across the landscape. One is dressed in casual and vibrant activewear, whereas the other is decked out in a full-on army-inspired outfit. The two men contrast one another and tie in with the label's reoccurring theme of juxtapositions and how they can interact and coexist with one another. A must-purchase from the series is the neon orange hoodie.
The Griffin 2013 Spring/Summer collection is brazen, active and promotes the dual nature of the contemporary world.
Why This Trend Is Growing
- Activewear Juxtaposition
- Disruptive innovation opportunity: Create activewear that combines contrasting elements of urban and rural design for a unique and versatile style.
- Cross-functional Lookbooks
- Disruptive innovation opportunity: Develop lookbooks that showcase activewear in diverse environments to appeal to a broader range of customers.
- Theme-based Collections
- Disruptive innovation opportunity: Design activewear collections centered around a specific theme or concept to create a cohesive brand identity and stand out in the market.
Industries Being Reshaped
- Fashion
- Disruptive innovation opportunity: Introduce innovative materials and designs to the activewear industry, blurring the line between fashion and function.
- Outdoor Recreation
- Disruptive innovation opportunity: Develop activewear that combines the performance features required for outdoor activities with the style and aesthetics of urban fashion.
- Fitness and Wellness
- Disruptive innovation opportunity: Create activewear lines that promote and inspire an active and healthy lifestyle, appealing to a growing consumer interest in fitness and wellness.
