Skate brand Element draws inspiration from the fruit stand for its upcoming Spring/Summer 2018 streetwear collection. The label taps into the artistic potential of "those little stickers you get on pieces of fruit."
While the decks boast flat and colorful geometric design, the T-shirts, windbreakers and hoodies are vibrant and playful. Element's branding is cleverly incorporated into fruit sticker-inspired illustrations. From apples and oranges to avocados and bananas, the skate brand's motivation is to keep you healthy and fresh.
Dubbed 'You Are What You Eat,' the capsule is creative and mission-driven to "promote a healthier lifestyle among skaters." Alongside the streetwear collection, the skate brand launches a quirky video, filmed by Fred Mortagne. The short features a young man in a hot dog costume, who is having performance difficulties, and a skater in a banana costume who is absolutely killng it.
Photo Credits: Element
What's Driving This Trend
- Fruit-inspired Fashion
- The popularity of fruit-influenced streetwear highlights the potential for incorporating natural elements into fashion design.
- Artistic Branding
- The use of fruit sticker-inspired illustrations suggests an opportunity for brands to creatively incorporate unique, everyday elements into product design.
- Healthy Lifestyle Promotion
- The 'You Are What You Eat' capsule is an example of how brands can promote healthier lifestyles and messages through their products, rather than just selling them.
Who This Affects Most
- Fashion
- The incorporation of fruit-inspired designs and natural elements presents a potential disruptive innovation opportunity for the fashion industry to expand their creativity in design.
- Branding and Marketing
- The use of fruit sticker-inspired illustrations suggests an opportunity for brands to creatively incorporate unique, everyday elements into their branding and marketing strategies.
- Sportswear
- The skate brand Element's 'You Are What You Eat' capsule, which promotes a healthier lifestyle, suggests a potential disruptive innovation opportunity for health-focused sportswear products.
