The 'Upstate' Spring 2011 collection falls somewhere between Brooklyn hipster and hippie lovechild. All pieces from the collection are hand-dyed to look like your mother's nostalgic tie-dyed clothing, but cut to match a modern audience.
The indie Brooklyn-based label is on the rise with the 'Upstate' Spring 2011 line. Boasting capes, kerchiefs, ponchos and vests, these gorgeous tie-dyed pieces will be must-have items this spring season.
Implications - Youth consumers are looking to the past as a guide for their style choices. This stems from a fear of the future and a desire to return to an idealized time of simplicity. Companies should appropriate elements from pop culture from previous decades to nurture an emotional connection.
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Concept: Upstate Spring 2011
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Segment: Females, 18-55
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