NAMESAKE introduces the new LIFEGUARD collection of apparel that is designed for the Spring/Summer 2023 season with a strong focus on the meaning of family. The brand often highlights sports as a theme and the many adversities that come with competing at a high level. This time around, the family takes the center spotlight as the brand dives into the struggles that the Hseih brothers have had to combat as a trio.
There was much anxiety and self-doubt to the point of Michael becoming hospitalized. The name of the capsule references the proverb "blood is thicker than water" with a deeper meaning that splits the words "life" and "guard." The apparel blends nostalgic themes that reference the early 2000s. Steve Hseih states that "By fighting against adversity, we found that team effort is where we can find the strength to not give up [...] Though I wasn’t able to enjoy the joy of graduation like a normal 18-year-old, I believe that it is in every saving moment that we feel most alive. Fashion not only brought passion and confidence to my brother. It saved him, and for that, I’m forever thankful."
Family-Centric Adverse Spring Fashion
NAMESAKE Unveils the Progressive LIFEGUARD Collection
Trend Themes
1. Family-centric Fashion - Opportunity for brands to dig deeper into the importance of family and create apparel collections with a focus on family values.
2. Nostalgic Theme Fashion - Opportunity for brands to create apparel collections that reference popular culture from previous eras and capitalize on consumer nostalgia.
3. Apparel for Emotional Wellness - Opportunity for brands to create apparel collections that highlight the importance of mental health and promote emotional wellness.
Industry Implications
1. Fashion Industry - The fashion industry can incorporate the family-centric theme in their collections and create apparel that celebrates the bond of families.
2. Sports Industry - The sports industry can embrace the message of adversity and team effort and create merchandise that inspires fans and players alike.
3. Mental Health Industry - The mental health industry can collaborate with fashion brands to create apparel that promotes emotional wellness and self-care.