Kappa Kontroll's Spring/Summer Lookbook is Hilarious

 - Apr 16, 2018
References: slamjamsocialism & hypebeast
Streetwear brand Kappa Kontroll highlights the versatility and comfort in 90s tracksuits by way of this hilarious Slam Jam editorial. With heavy branding throughout, the sportswear editorial places the Spring/Summer 2018 'BLUEPRINT' collection in a Gopnik-inspired lookbook. The photoshoot, conducted by Dexter Lander, showcases 90s tracksuits, crewneck pullovers, jersey tops and more in an uneventful interior space, as well as on run-down streets. The models are seen doing a variety of activities in their logo-abundant silhouettes—from pushing a cart that is overflowing with junk to lifting a carrying pole with crates at each end.

This situational placement of the 90s tracksuits within a number of lifestyle scenarios highlights the "range's versatile nature," as well as the target demographic of Kappa Kontroll.

Photo Credits: Dexter Lander