# Retro Surfer Campaigns The ALCOTT 2012 Men's Collection Induces an Endless Summer By Romina S. Cortellucci | Published 2012-06-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/alcott-2012-mens-collection References: [fuckingyoung.es](http://fuckingyoung.es/emilio-flores-by-joseph-cardo/) & [alcott.eu](http://www.alcott.eu/en/campagna/?&lang=en) The ALCOTT 2012 Men's Collection says aloha to a summer at the beach. The latest surf-filled campaign for European clothing brand ALCOTT was shot by photographer Joseph Cardo. Model Emilio Flores was captured as he rides the waves in Hawaii in this [retro-inspired shoot](https://www.trendhunter.com/trends/hollywood-breakfast-club). Known for products such as t-shirts and [Bermuda shorts](https://www.trendhunter.com/trends/mens-stuff), ALCOTT perfectly suits the turquoise waters. The ready-to-wear clothing makes life as easy as a beautiful summer's day. One can only imagine, Flores leaving the water only to join Frankie Avalon and Annette Funicello in an 1960s beach party film. The shoot embodies the youthfulness of summer that is manifested in the [casual beach wear clothing](https://www.trendhunter.com/trends/tom-daley-and-malibu). As Flores becomes the carefree surfer there is a nostalgia for the good old days. Cowabunga, dude. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 86% | Activity: 96% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Retro-inspired Fashion:** Explore opportunities to incorporate retro-inspired elements into fashion collections, appealing to consumers who long for nostalgic styles. - **Surfer Culture:** Tap into the surfer culture trend by creating products and campaigns that capture the carefree, beachy lifestyle associated with surfing. - **Youthful Summer Vibes:** Create products and experiences that evoke the youthfulness and nostalgia of summer, offering consumers a sense of escapism and carefree enjoyment. ### Who This Affects Most - **Fashion:** The fashion industry can leverage the trend of retro-inspired fashion to design collections that appeal to consumers seeking nostalgic styles. - **Sports and Recreation:** The sports and recreation industry can capitalize on the surfer culture trend by developing and marketing products that cater to the beachy, carefree lifestyle associated with surfing. - **Travel and Tourism:** The travel and tourism industry can create summer-themed experiences that tap into the youthful and nostalgic vibes of the season, attracting consumers seeking escapism and carefree enjoyment. ## Related on Trend Hunter - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Men's Summer Swimwear Capsules](https://www.trendhunter.com/trends/vilebrequin-x-joel-mesler.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [California-Inspired Apparel Collections](https://www.trendhunter.com/trends/california-holiday.md) - [Camp-Inspired Fashion Capsules](https://www.trendhunter.com/trends/summer-outdoor.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Vintage Vehicle Surf Collections](https://www.trendhunter.com/trends/porsche-x-almond-surf-collection.md)