# Hyper-Graphic Designer Streetwear Samuel Ross' New Label is Set to Launch Its First Collection By Riley von Niessen | Published 2018-02-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/samuel-ross References: [hypebeast](https://hypebeast.com/2018/2/samuel-ross-polythene-optics-a-cold-wall) & [samuel-ross](http://www.samuel-ross.com/) Designer and creative director Samuel Ross recently unveiled the first launch from his new brand, POLYTHENE* OPTICS, which is said to be a sister label to A-COLD-WALL*, a brand that boasts [highly contemporary designer garments and accessories](https://www.trendhunter.com/trends/nocta-x-chrome-hearts). Although little about the POLYTHENE* OPTICS launch is currently known, the designer released a series of close-up shots of some of the designs, which reveal bold branding that covers much of the garments in futuristic box lettering, and [obscure graphics](https://www.trendhunter.com/trends/day-3-capsule-2) that show large screws imprinted onto the pieces. Ross explained the collection in comparison to its sister label by saying, "It’s intense, offsetting the delicate, concise nature of A-COLD-WALL* with the hyper graphic brash reactionary nature of POLYTHENE* OPTICS." Image Credit: POLYTHENE* OPTICS ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 98% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, 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 ### Why This Trend Is Growing - **Hyper-graphic Streetwear:** Opportunity for disruptive innovation in the fashion industry by offering bold branding and futuristic box lettering. - **Contemporary Designer Garments:** Opportunity for disruptive innovation in the clothing industry by creating highly contemporary and innovative designs. - **Sister Labels:** Opportunity for disruptive innovation in brand creation by establishing sister labels with distinct design philosophies. ### Industries Being Reshaped - **Fashion:** Opportunity for disruptive innovation in the fashion industry by adopting hyper-graphics and bold branding techniques. - **Clothing:** Opportunity for disruptive innovation in the clothing industry by creating contemporary designer garments with unique graphics and imprinted designs. - **Brand Creation:** Opportunity for disruptive innovation in the branding industry by establishing sister labels with complementary yet distinct design aesthetics. ## Related on Trend Hunter - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Utility Tokyo Streetwear](https://www.trendhunter.com/trends/blackeyepatch-winter.md) - [Graphic Sports Eyewear](https://www.trendhunter.com/trends/oakley-x-podpah.md) - [Redefined Fall Everyday Uniforms](https://www.trendhunter.com/trends/observe.md) - [Laceless Collaborative Technical Sneakers](https://www.trendhunter.com/trends/acoldwall-and-salomon.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Youth Streetwear Launches](https://www.trendhunter.com/trends/diary-1999.md) - [Graphic Luxurious Accessory Collabs](https://www.trendhunter.com/trends/anti-social-social-club-5.md)