# Cross-Culturally Designed Streetwear atmos and GUESS Join Forces for a Capsule Designed for SS19 By Amy Duong | Published 2019-03-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/atmos-and-guess References: [hypebeast](https://hypebeast.com/2019/3/guess-atmos-spring-summer-2019-capsule-collection) & [journal.atmos-tokyo](https://journal.atmos-tokyo.com/%E3%80%8Cguess-x-atmos-capsule-collection%E3%80%8D%E7%AC%AC5%E5%BC%BE%E3%81%8C%E7%99%BA%E5%A3%B2%E2%80%BC%EF%B8%8E/) atmos and GUESS work in collaboration for the Spring/Summer 2019 season, introducing a capsule that celebrates both of the labels' heritage. It blends design cues from atmos' Japanese roots and GUESS' American upbringing -- this collection marks the duo's fifth time working together. The series showcases original GUESS logos with new cuts accompanied by a selection of logos complete in a plethora of styles and colors across [graphic tees, headwear, and bags](https://www.trendhunter.com/trends/the-godfather-collection). The signature pastel hues drawn from GUESS' archives adorn a selection of the seasonal pieces along with the signature upside-down triangular logo that has been reimagined with a variety of colors and split into two. Some notable items from the capsule include the short sleeve sweater with a middle cut and the [reversible bucket hat](https://www.trendhunter.com/trends/subware). ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 63% | Activity: 24% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What Makes This Trend Stand Out - **Cross-cultural Fashion Collaborations:** This trend highlights the opportunity for brands with differing backgrounds to come together and create unique designs that celebrate their individual heritages. - **Incorporating Heritage Into Designs:** This trend explores the use of cultural references and design cues from different parts of the world to create fashion collections that stand out from the crowd. - **Upside-down Logo Reworks:** This trend involves taking a brand's existing logo and reimagining it in bold new ways that add a fresh layer of excitement and interest to the design. ### Sectors Adopting This - **Fashion and Apparel:** There is an opportunity for brands to collaborate with others in the fashion industry or other industries to create new, unique design collections. - **Streetwear:** This industry can benefit from the use of design cues and references from different cultures around the world to create streetwear collections that are more diverse and inclusive. - **Accessories:** Accessories like hats and bags provide a great canvas for designers to experiment with incorporating different design elements from their own cultural heritage or that of others. ## Related on Trend Hunter - [Co-Branded Athleisure Capsules](https://www.trendhunter.com/trends/umbro-4.md) - [Vibrant Skate Graphic Streetwear](https://www.trendhunter.com/trends/sorry-in-advance.md) - [Collaborative Textual Patchwork Sneakers](https://www.trendhunter.com/trends/gazelle-85.md) - [Urban Utility Capsules](https://www.trendhunter.com/trends/cp-company-x-beams.md) - [Collab Rebellious Streetwear](https://www.trendhunter.com/trends/gdc-x-hysteric-glamour.md) - [Racing-Inspired Streetwear](https://www.trendhunter.com/trends/assc-and-goodyear.md) - [Denim Collaboration Capsule](https://www.trendhunter.com/trends/freaks-store-and-umbro.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Capsule Streetwear Collection](https://www.trendhunter.com/trends/kowga-x-union-tokyo.md)