# Surf Culture-Inspired Summer Fashion President’s SS20 Capsule Was Unveiled During Pitti Uomo 96 By Amy Duong | Published 2019-06-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/presidents References: [highsnobiety](https://www.highsnobiety.com/p/presidents-ss20/) & [mrporter](https://www.mrporter.com/en-de/mens/designers/presidents/clothing) President’s Spring/Summer 2020 collection was showcased at the Pitti Uomo 96 show and the pieces are strongly inspired by surf culture. The brand's CEO and founder Guico Biondi told Highsnobiety that the label “tried to get inspired by the soul of surfing. Just waiting in the water for waves; hearing the sound of the sea. It’s just like meditation. We tried to follow this feeling with the SS20 collection.” The designs are constructed from Japanese fabrication, printed silk materials, Solbiata linen, and Loto Piana wool to deliver the most simple form of elegance. The seasonal pieces are designed to last throughout the year. Some of the standout pieces from the range include the trench coat with hand-drawn details and the sweater that features the same accents. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 17% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What Makes This Trend Stand Out - **Surf Culture-inspired Fashion:** Opportunity for creating apparel and accessories that capture the essence of surf culture and evoke a sense of relaxation and adventure. - **Japanese Fabrication:** Potential for utilizing Japanese fabrication techniques to create high-quality and innovative textile products with unique textures and designs. - **Sustainable Seasonal Designs:** Disruptive innovation opportunity to develop fashion pieces that are versatile, durable, and environmentally sustainable, catering to the growing demand for eco-conscious products. ### Sectors Adopting This - **Fashion and Apparel:** Fashion brands can explore surf culture-inspired collections using Japanese fabrics and sustainable design principles to attract consumers seeking stylish and environmentally conscious clothing. - **Textile Manufacturing:** Opportunity for textile manufacturers to adopt Japanese fabrication techniques and sustainable materials to produce innovative and high-quality textiles for the fashion industry. - **Outdoor and Adventure Retail:** Disruptive innovation opportunity for outdoor and adventure retail companies to incorporate surf culture-inspired fashion into their product offerings, appealing to the growing market of outdoor enthusiasts and adventure seekers. ## Related on Trend Hunter - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Eclectic Preppy Summer Apparel](https://www.trendhunter.com/trends/beams-plus-2.md) - [Summer-Centric Lifestyle Fashion](https://www.trendhunter.com/trends/uniqlo-u-4.md) - [Premium Technical Cardigans](https://www.trendhunter.com/trends/presidents-knit.md) - [Evolutionary Menswear Fashion Shows](https://www.trendhunter.com/trends/ss-daley-1.md) - [Modern Tailored Spring Fashion](https://www.trendhunter.com/trends/graphpaper-ss26.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [seasonal spring wardrobes](https://www.trendhunter.com/trends/british-watersports-collegiate-prep.md) - [Apparel Drop Additions](https://www.trendhunter.com/trends/percival-ss25-drop-2.md)