# Cynically Branded Streetwear The 'CRUEL WORLD' Collection was Inspired by Unfavorable Realities By Riley von Niessen | Published 2016-08-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/cruel-world References: [hypebeast](http://hypebeast.com/2016/8/brvinfreeze-pleasures-2016-summer-capsule-lookbook) & [pleasuresnow](http://www.pleasuresnow.com/) An artist known as 'Brvinfreeze' teamed up with clothing label 'PLEASURES' for the 'CRUEL WORLD' collection as a means to give consumers an outlet to express their dissatisfaction with life. Pieces draw from a variety of different angst-filled inspirations, with punk and 90s grunge styles evident throughout the collection. Many designs feature vibrant hues, which are contrasted with statement-making black and white graphic prints, however, others carry the colorless theme in full. What's most interesting about the CRUEL WORLD collection is its consistent use of the cynical name in its designs. The phrase is shown repetitively on the back on long-sleeve crew neck shirts and tees, as well as up the leg of shorts. In addition to this, Brvinfreeze and PLEASURES used expired film to produce the images on the apparel to add to its character. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 76% | Activity: 23% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **CYNICAL BRANDING:** Opportunity for businesses to incorporate cynical messaging and branding into their products and marketing strategies. - **ANGST-FILLED INSPIRATIONS:** Potential for industries to tap into angst and 90s grunge styles to create fashion collections that resonate with consumers. - **COLORLESS THEME:** Disruptive innovation opportunity for fashion brands to experiment with monochromatic designs and colorless themes to stand out in the market. ### Sectors Adopting This - **FASHION:** Fashion industry can leverage cynical messaging and draw inspiration from angst-filled styles to create edgy and authentic collections. - **MARKETING:** Marketing industry can explore incorporating cynical branding strategies to appeal to consumers' desire to express dissatisfaction and create emotional connections. - **PHOTOGRAPHY:** Photography industry can explore the use of expired film techniques to add character and uniqueness to visual content. ## Related on Trend Hunter - [Distressed Streetwear Capsule](https://www.trendhunter.com/trends/neighborhood-x-chito.md) - [Illustrated Streetwear Capsules](https://www.trendhunter.com/trends/wasted-youth-x-tappei.md) - [Music-Inspired Collaborative Capsule](https://www.trendhunter.com/trends/pleasures-and-reebok-1.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Limited-Edition Collector's Boxsets](https://www.trendhunter.com/trends/collectors-boxset.md) - [Cult Movies-Inspired Graphic Streetwear](https://www.trendhunter.com/trends/film-club-collection.md) - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Refreshed Expressive Fashion Brands](https://www.trendhunter.com/trends/cheap-monday-relaunch.md)