# Casual Streetwear Collections The S.O.O.N. SS 2014 Collection is Here to Inspire By Vasiliki Marapas | Published 2014-07-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soon-ss-2014 References: [highsnobiety](http://www.highsnobiety.com/2014/07/02/soon-spring-summer-2014-collection/) & [somethingoutofnothing](http://www.somethingoutofnothing.co.uk/) 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](https://www.trendhunter.com/trends/october-collection) like [reversible sweat shorts](https://www.trendhunter.com/trends/corteiz-7) 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.” ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 50% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### 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 ## Related on Trend Hunter - [Summer-Inspired Vibrant Streetwear](https://www.trendhunter.com/trends/colorful-rebel.md) - [Sustainable Clothing Collections](https://www.trendhunter.com/trends/regeneration-nation.md) - [Vibrant Spring Streetwear Capsules](https://www.trendhunter.com/trends/corteiz-7.md) - [Urban Luxe Streetwear Collections](https://www.trendhunter.com/trends/from-the-row-to-the-road.md) - [In-House Seasonal Fashion Capsules](https://www.trendhunter.com/trends/hs05.md) - [Sartorial Co-Ed Fall Fashion](https://www.trendhunter.com/trends/soulland-2.md) - [Outdoor Apparel Collaboration](https://www.trendhunter.com/trends/on-and-sky-high-farm-goods.md) - [Practical Californian Streetwear](https://www.trendhunter.com/trends/gramicci-spring-summer-2024.md) - [Active-Minded Refreshing Streetwear](https://www.trendhunter.com/trends/october-collection.md)