This Tokyo-based fashion editorial is the perfect example of how styles with American origins can be translated into chic streetwear overseas. For its Spring/Summer 2018 collection, cult favorite label Stüssy embraced a nostalgic approach with retro motifs, colorways and relaxed fits. With this year's silhouettes, the streetwear brand sought out to show off its California-cool heritage. As a result, the Spring/Summer 2018 capsule combines strong workwear motifs with laid-back street and skatewear staples.
In turn, GRIND literally "recontextualizes the range" by elevating the slouchy jackets, the branded retro crew necks and the patterned short sleeve button-ups in a Tokyo-based fashion narrative. GRIND's 2018 streetwear editorial fuses Stüssy's undoubtedly strong Americana influence with the eerie appeal of East Asia.
Photo Credits: Kento Mori
Key Themes Behind This Trend
- Tokyo-based Fashion Editorials
- Opportunity to showcase American styles translated into chic streetwear in Tokyo-based fashion shoots.
- Nostalgic Retro Motifs
- Opportunity to embrace nostalgic approach with retro motifs in fashion collections.
- Recontextualizing Fashion
- Opportunity to elevate and reinterpret fashion brands in different cultural contexts.
Where This Applies
- Fashion
- Opportunity for fashion brands to explore different markets and styles.
- Photography
- Opportunity for photographers to capture fashion narratives in unique locations.
- Retail
- Opportunity for retailers to market and sell fashion collections that appeal to a global audience.
