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# Versatility-Inspired 90s Tracksuit Editorials
Kappa Kontroll's Spring/Summer Lookbook is Hilarious

By Kalin Ned | Published 2018-04-16 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/90s-tracksuit
References: [hypebeast](https://hypebeast.com/2018/4/kappa-kontroll-spring-summer-2018-any-weather-editorial) & [slamjamsocialism](https://www.slamjamsocialism.com/module/ambjolisearch/jolisearch?search_query=kappa+kontroll)

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](https://www.instagram.com/dexterlander/?hl=en)

## Trend Insights (Trend Hunter)

- Score: 3.6/10
- Popularity: 82% | Activity: 18% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion)

## Key Themes

### What's Driving This Trend

- **Versatility of 90s Tracksuits:** Expanding the functionality of 90s tracksuits to suit various lifestyle scenarios presents opportunities for design innovation.
- **Gopnik-inspired Lookbook:** Exploring cultural influences like Gopnik in fashion editorials creates an opportunity for creating unique and unexpected connections.
- **Logo-abundant Silhouettes:** Leveraging heavy branding within silhouettes opens up possibilities for incorporating branding as a design element.

### Who This Affects Most

- **Streetwear:** Integrating versatility and comfort into streetwear designs can capture a broader customer base and enhance brand appeal.
- **Fashion Editorials:** Experimenting with unconventional themes in fashion editorials allows for disruptive storytelling and concept exploration.
- **Sportswear:** Incorporating logo abundance in sportswear designs can create visually striking and recognizable products that resonate with consumers.

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