# Paint-Smeared Lookbooks ‘House of the Very Island' Autumn/Winter 2010/2011 Collection By Tiana Reid | Published 2010-05-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/house-of-the-very-island1 References: [thefashionisto](http://thefashionisto.com/house-of-the-very-island-fall-2010/#more-67239) & [houseofthe](http://www.houseofthe.com/) 'House of the Very Island' is a Vienna-based design cooperation consisting of Jakob Lena Knebl, Karin Krapfenbauer, Markus Hausleitner and Martin Sulzbacher. Their latest [Autumn/Winter 2010/2011 collection](https://www.trendhunter.com/trends/siegelman-stable-1) is dubbed 'Go Wild in the Country' and channels an exquisite mix of rural, loose-fitting slacks and a more city-boy touch with [Oliver Twist tweeds and blazers](https://www.trendhunter.com/trends/khaotique-noir). Dark and earthy colors emphasize the brand's commitment to environmental sustainability as well as the effortless anti-fashion looks. **Implications** - These looks are a refreshing change from the sometimes reptitive looks of [Vogue](https://www.trendhunter.com/trends/forever-care) and InStyle, and showcase a different side of fashion that is catered towards comfort and simplicity without compromising style. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 13% | Activity: 4% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What Makes This Trend Stand Out - **Anti-fashion Clothing:** Develop clothing that is focused on comfort and simplicity without compromising style. - **Earthy Tone Fashion:** Use eco-friendly materials in earthy colors to emphasize environmental sustainability. - **Rural and City Fashion Blend:** Create clothing that combines rural, loose-fitting slacks with city-boy touches like tweeds and blazers. ### Sectors Adopting This - **Sustainable Fashion:** Design and produce clothing that is environmentally sustainable through the use of eco-friendly materials. - **Anti-fashion Industry:** Develop an industry that focuses on comfort and simplicity without compromising style in clothing. - **Rural/urban Fashion Industry:** Create an industry that caters to both rural and urban fashion trends by combining elements of both styles. ## Related on Trend Hunter - [Seasonal Fashion Collections](https://www.trendhunter.com/trends/siegelman-stable-1.md) - [Art-Inspired Streetwear Capsules](https://www.trendhunter.com/trends/vitesse.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Worldly Paint Collections](https://www.trendhunter.com/trends/paint-collection-for-men.md) - [Experimental Fall Wardrobe](https://www.trendhunter.com/trends/khaotique-noir.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md) - [Fantastical Hyper-Utility Fashion Liness](https://www.trendhunter.com/trends/dirty-dirty-jobs.md)