The inaugural range by Infrathin is doused in colorful preppy aesthetics. The brand is newly launched by Alex Israel who is an artist and a long-time Louis Vuitton collaborator.
The garments boast clean-cut silhouettes, some sporting playful graphics that infuse the style with whimsicality. From a purple pelican and a minimalist line-style drawing of a wave to an ultra-playful avocado, it becomes clear that the colorful preppy collection is attempting to redefine the traditional boundaries of the style.
Alex Israel strategically chose the name for his brand, which references renowned artist Marcel Duchamp. The painter had defined 'Infrathin' to mean "the immeasurable difference between two 'identical' things." By strategically tieing this to the ethos of the brand, Alex Israel is able to create value through art history.