# Urban Sportswear-Inspired Lookbooks Raised by Wolves SS13 Catalog Targets Youthful City Slickers By Meghan Young | Published 2013-05-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/raised-by-wolves-ss13 References: [hypebeast](http://hypebeast.com/2013/5/raised-by-wolves-2013-spring-summer-lookbook) & [raisedbywolves](http://raisedbywolves.ca/) Venturing into the depths of a metropolitan subway system, the Raised by Wolves SS13 catalog embraces a youthful, city-slicker vibe that suits the collection perfectly. Although the designs are more [sportswear-inspired](https://www.trendhunter.com/trends/reigning-champ-fw24-collection) than streetwear, it "takes a contemporary approach to sweaters, shirts, jerseys, and hats that render them beyond the ordinary," as observed by [Hypebeast](https://www.trendhunter.com/trends/jordan-clarkson). Fun and witty, just like the mastermind behind the Canadian label, Ottawa-raised, Montreal-based Pete Williams, the Raised by Wolves SS13 catalog not only showcases a preview of its Jungle Book capsule, it also includes other pieces such as neutral-colored printed hoodies, printed hats and baseball jerseys. The Raised by Wolves SS13 catalog itself is a treat to flip through. Inspired by vintage photography, complete with the classic [Kodak](https://www.trendhunter.com/trends/reebok-x-kodak) film style border, it gives the collection a timeless feel. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 90% | Activity: 84% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Sportswear-inspired Clothing:** The trend towards sportswear-inspired clothing continues, offering opportunities for streetwear brands to take a contemporary approach to classic designs. - **Youthful Urban Style:** There is a growing demand for youthful, city-slicker fashion that appeals to a generation raised on street culture, presenting opportunities for brands to create targeted campaigns and designs. - **Vintage-inspired Lookbooks:** The trend towards vintage-inspired lookbooks offers an opportunity for brands to create visually engaging catalogs that showcase their collections in a unique and timeless way. ### Where This Applies - **Streetwear:** Streetwear brands can take advantage of the trend towards sportswear-inspired clothing and youthful urban style to create new and exciting collections that resonate with their target audience. - **Fashion Photography:** As the trend towards vintage-inspired lookbooks continues, fashion photographers can create visually stunning catalogs that highlight a brand's unique style and aesthetic. - **Marketing and Advertising:** Businesses can leverage the growing demand for youthful urban fashion to create targeted marketing campaigns that appeal to a new generation of consumers. ## Related on Trend Hunter - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Versatile Sportswear Apparel](https://www.trendhunter.com/trends/reigning-champ-fw24-collection.md) - [Seasonal Streetwear Collections](https://www.trendhunter.com/trends/pyra-scenic-route.md) - [Urban Alpine Apparel](https://www.trendhunter.com/trends/bape-by-kazuki-kuraishi.md) - [Urban Layered Outdoor Fashion](https://www.trendhunter.com/trends/andwander-fw25.md) - [Sporty Collaborative Fashion Capsules](https://www.trendhunter.com/trends/born-x-raised-1.md) - [Summer-Inspired Vibrant Streetwear](https://www.trendhunter.com/trends/colorful-rebel.md) - [Technical Sports Capsules](https://www.trendhunter.com/trends/white-mountaineering-umbro.md) - [Utility Tokyo Streetwear](https://www.trendhunter.com/trends/blackeyepatch-winter.md)