Not only is the photoshoot of Surf is Dead's latest collection nostalgically cinematographic, but it also is an appropriate introduction to the Spring 2018 offering in surf culture streetwear. Boasting oversized technicolored silhouettes with suggestive graphics, the collection is a nod to chill vibes and youthfully carefree aesthetic.
Dubbed 'Dead Waves,' the capsule satirically points out that it's that "time of year when there are virtually no waves, leaving everyone sitting around awaiting the next swell." The graphics in the 2018 collection of surf culture streetwear are dreamily nostalgic. While some illustrations market the label's image through simplistic and uniform logo prints of 'Surf is Dead,' others clearly embody the graphic characteristics of bygone eras -- from 60s tributes to Pink Panther to 90s-inspired stencil imprints.
Surf Culture Streetwear
Surf is Dead Embraces Far-Out Oversized Fashion Line for Spring
Trend Themes
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2. Nostalgic Graphics - Disruptive innovation opportunity: Incorporate augmented reality technology to bring nostalgic graphics to life, creating an interactive and immersive shopping experience.
3. Youthful Aesthetic - Disruptive innovation opportunity: Explore customization options for streetwear that allow consumers to design their own unique and personalized garments.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Combine sustainable materials and oversized fashion trends to create a new market for eco-friendly streetwear brands.
2. Technology - Disruptive innovation opportunity: Develop new augmented reality applications for the fashion industry, enhancing the shopping experience and blurring the line between digital and physical.
3. Retail - Disruptive innovation opportunity: Introduce interactive fitting rooms equipped with customization tools, allowing customers to try on and customize garments in-store.