Japanese fashion label JULIUS added to its collection of luxurious and experimental menswear with its Spring/Summer 2017 series -- which takes ques from looks prominent in the 90s techno scene.
In order to do this, the brand's founder, Tatsuro Horikawa, considered the legacy of a producer from Birmingham known as Regis. Taking inspiration from the 90s techno he produced, as well as the branding efforts that his label Downwards Records left behind, Tatsuro Horikawa worked to revitalize the underground and youthful vibe that went along with.
Examples where this is especially clear are apparel pieces that come outfitted with slogans that read "British Murder Boys" and "I enjoy luxury." Both are taken from the records label's history -- with the former referring to a slogan that was part of an old project from Regis and the latter being a line from the song 'Her Needs.'
Key Themes Behind This Trend
- 90s Techno-inspired Apparel
- Opportunity for fashion brands to tap into the nostalgia of the 90s techno scene and create apparel that blends vintage aesthetics with modern design.
- Luxurious and Experimental Menswear
- Innovation opportunities for clothing brands to push the boundaries of men's fashion by combining luxury and experimentation in their collections.
- Revitalizing Underground and Youthful Vibes
- Potential for brands to capture the energy and rebellious spirit of underground youth culture, and infuse it into their designs to attract a younger audience.
Where This Applies
- Fashion
- Fashion brands can leverage 90s techno-inspired apparel to attract customers who seek unique and nostalgic fashion statements.
- Clothing
- Opportunity for clothing companies to create luxurious and experimental menswear collections that cater to customers looking for distinctive, high-fashion pieces.
- Music
- Collaboration potential for music labels or artists to partner with fashion brands and create merchandise that embodies the spirit of underground techno culture.
