Hiroshi Awai is the designer behind CREEP apparel, which specializes in contemporary menswear that manages to have a timeless aesthetic simultaneously.
For the brand's 2016 Fall/Winter collection, Hiroshi Awai sticks to a utilitarian theme, mixing functionality with a modern edge. He does this by adapting classic prints and cuts in a slight manner -- utilizing green leaves to form the appearance of camouflage on pants for example. In addition, he decorates blazers with thick vertical stripes of a neutral color to make them more unique.
Also included in the new CREEP apparel collection are trousers, button-ups, bombers, vests, sweaters and selection of different jacket styles. Although the pieces differ quite drastically throughout the series, they all come back to the overarching outdoorsy theme.
Key Themes Behind This Trend
- Military-inspired Menswear
- There is a disruptive innovation opportunity in designing military-inspired menswear that adapts classic prints and cuts for contemporary wear and embraces functionality with a modern edge.
- Utilitarian Fashion
- There is a disruptive innovation opportunity to create utilitarian fashion that combines functionality with an emphasis on simplistic masculine looks.
- Outdoorsy Aesthetic
- There is a disruptive innovation opportunity to create fashion that embodies an outdoorsy aesthetic and integrates nature-inspired elements into contemporary menswear design.
Where This Applies
- Fashion
- The fashion industry can adapt classic military prints and cuts with a modern edge while incorporating utilitarian and outdoorsy elements for a simplistic masculine look.
- Retail
- Retailers can create a niche market for outdoorsy, utilitarian fashion that caters to men who value both function and style in their clothing choices.
- Textile
- Textile manufacturers have an opportunity to create fabrics that are durable and functional, while also having a masculine feel and incorporating classic military prints and designs.
