The S.O.O.N. SS 2014 lookbook perfectly captures the spirit of a lazy Sunday spent at home.
The London-based brand, which stands for "Something Out of Nothing," takes on classic streetwear like reversible sweat shorts and long-sleeve tees for its inaugural collection, emblazoning them with prints that are hand-pulled at the label's Ridley Road Market studio in Hackney, London. The versatile items are comfortable and stylish, no matter if you're running laps around a track or reclining on your favorite couch.
Designer Jonny Grant explains, “The name of the brand is the embodiment of my own experience and attitude towards building a career within the creative industries; starting from nothing and grafting your way up to something using the resources you have. [...] We’re responsive to youth culture and here to inspire and support a hustle-and-grind generation.”
What's Driving This Trend
- Reversible Sweat Shorts
- Opportunity for sustainable and versatile street fashion
- Hand-pulled Prints
- Disruptive innovation potential in artisanal customization and personalization of garments
- Youth Culture Inspiration
- Potential to tap into a lucrative and loyal millennial market by aligning with their values and aesthetics
Who This Affects Most
- Streetwear Fashion
- Opportunity to create sustainable, ethical, and trendy garments
- Artisanal Fashion
- Potential to disrupt fast fashion with hand-crafted and customized pieces
- Youth Marketing
- Opportunity to target and engage with millennial and Gen Z audiences through authentic and inspiring branding
