# Boardwalk Buddy Campaigns The Original Penguin SS 2012 Lookbook is Preppy and Beachy By Sophia Pelka | Published 2012-02-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/original-penguin-ss-2012 References: [nylonguysmagazine.tumblr](http://nylonguysmagazine.tumblr.com/post/16882303330/original-penguin-spring-summer-2012-collection) & [youtube](http://www.youtube.com/watch?v=cglj5pJNFVI&feature=player_embedded) The Original [Penguin](https://www.trendhunter.com/trends/penguin-bag) SS 2012 lookbook is stuffed with cotton candy, salty breeze and beautiful male models. With music from Deer Tick, the video lookbook showcases the carefree attitude of sea-side road trips. The line features [preppy prints, pastels and modern tailoring](https://www.trendhunter.com/trends/beams-plus-2). Memorable pieces include swim trunks with rising hems, color-blocked chinos and bright tanks. Set in Coney Island, the video has a heavily nostalgic tone. The retro feel meets in conjunction with the laid-back styling perfectly. Originated in 1955, the American brand has made a booming comeback. Bragging the first and most popular [golf-tee design](https://www.trendhunter.com/trends/gold-capsule), the 55 polo shirt has become iconic. Boasting celebrity fans from the likes of Sinatra to Dean Martin and even Clint Eastwood, the brand is of excellent quality and impeccable style. Original Penguin is perfect for the clean-cut, laid-back fashion aficionado. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 90% | Activity: 68% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Preppy Prints:** Developing new technologies for printing preppy designs on clothing could disrupt the fashion industry and attract a niche market. - **Retro Nostalgia:** Creating innovative products that combine modern style with a nostalgic feel could tap into the growing demand for vintage-inspired fashion and accessories. - **Video Lookbooks:** Exploring interactive and immersive video experiences to showcase fashion collections could revolutionize the way brands engage with consumers online. ### Who This Affects Most - **Fashion:** Revitalizing classic styles and incorporating retro elements in clothing lines can give established fashion brands a fresh edge in the competitive market. - **Printing:** Investing in advanced printing technologies and techniques for creating intricate designs on fabrics opens up opportunities for business growth in the fashion and textile industry. - **Digital Marketing:** Developing digital marketing strategies that leverage immersive video content can help fashion brands connect with consumers in a more engaging and memorable way. ## Related on Trend Hunter - [Palm Beach-Inspired Menswear](https://www.trendhunter.com/trends/mens-stuff.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Patterned Swimwear Collections](https://www.trendhunter.com/trends/pendleton-swim-and-beach.md) - [Eclectic Preppy Summer Apparel](https://www.trendhunter.com/trends/beams-plus-2.md) - [Travel-Ready Summer Menswear](https://www.trendhunter.com/trends/tangerine-palisade.md) - [Optimistic Fashion Brand Runways](https://www.trendhunter.com/trends/brand-homecoming.md) - [Apparel Drop Additions](https://www.trendhunter.com/trends/percival-ss25-drop-2.md) - [Resort Fashion Collaborations](https://www.trendhunter.com/trends/orlebar-brown-x-vea-newport-beach.md)