ROKIT celebrates the Summer 2020 season with the new Oh! Sweet Nuthin collection with inspiration drawn from The Velvet Underground's 1970 track specifically from its Loaded album. The capsule of goods celebrates the energy of The Velvet Underground nodding to the 60s and its counter-culture.
The design language is dreamy with reference to modern concepts as well. This is informed by bright colors, patterns, and text that celebrates escapism that is found during a time of self isolating. One of the seasonal collection's notable items is the "Who Loves The Sun?" tee which nods to the song with the same namesake and the craving of going outside. There are also face masks that read "I don't know what day it is either."
Dreamy Summer Skate Apparel
ROKIT's Oh! Sweet Nuthin Collection Prepares for the Summer Season
Trend Themes
1. Summer Skate Apparel - Disruptive Innovation Opportunity: Integrate smart fabric technology into summer skate apparel for enhanced performance and comfort.
2. Counter-culture Fashion - Disruptive Innovation Opportunity: Create sustainable and ethically-made counter-culture fashion lines that appeal to conscious consumers.
3. Escapist Design Concepts - Disruptive Innovation Opportunity: Develop augmented reality (AR) and virtual reality (VR) experiences that immerse consumers in escapist design concepts.
Industry Implications
1. Fashion - Disruptive Innovation Opportunity: Explore the use of 3D printing technology in fashion production to reduce waste and enable customization.
2. Textile - Disruptive Innovation Opportunity: Innovate sustainable textile materials made from plant-based or recycled sources for eco-friendly fashion collections.
3. Technology - Disruptive Innovation Opportunity: Develop wearable technology solutions that enhance the functionality and style of skate apparel for a connected and immersive experience.