# Casually Technical Ensembles The North Face Turns to Urban Chic Clothing with its Purple Label By Kalin Ned | Published 2019-01-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/urban-chic-clothing References: [hypebeast](https://hypebeast.com/2019/1/the-north-face-purple-label-ss19-lookbook) & [nanamica](https://www.nanamica.com/shopping/products/list.php?category_id=11) The Spring/Summer 2019 Purple Label collection by The North Face embraces the move to technical urban chic clothing in its entirety. The capsule sees comfort-focused, clean-cut, and stylish garments that can be worn on a casual weekend afternoon in the city or be appropriated for a more dynamic activity like biking or hiking. The latest Purple Label installment sees a mix of patterns and denim, a rich color palette, and clever design motifs like embroidery, patches, and an abundance of straps. The silhouettes are deeply rooted in youth culture and definitely embrace The North Face's slogan -- 'NEVER STOP EXPLORING,' through the adventurous demeanor of the urban chic clothing. Presented in a lookbook with 39 images, the Purple Label Spring/Summer 2019 collection proves to be quite laidback and comfortable. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 62% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, 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 Makes This Trend Stand Out - **Technical Urban Chic Clothing:** Disruptive innovation opportunity: Develop new fabrics and materials that combine style with functionality for urban consumers. - **Comfort-focused Garments:** Disruptive innovation opportunity: Design innovative clothing that prioritizes comfort without sacrificing style. - **Youth Culture Silhouettes:** Disruptive innovation opportunity: Create fashion-forward garments that resonate with the style preferences of young consumers. ### Sectors Adopting This - **Fashion Industry:** Disruptive innovation opportunity: Incorporate technological advancements into fashion design, such as integrated wearable technology. - **Textile Industry:** Disruptive innovation opportunity: Develop fabrics that combine performance and aesthetics, suitable for both urban and outdoor activities. - **Outdoor Gear Industry:** Disruptive innovation opportunity: Explore urban-inspired designs and functionality, bridging the gap between fashion and outdoor performance. ## Related on Trend Hunter - [Seasonal Utility Staples](https://www.trendhunter.com/trends/the-north-face-red-box.md) - [Urban Modular Outerwear](https://www.trendhunter.com/trends/urban-exploration-2.md) - [Winter Collaboration Streetwear](https://www.trendhunter.com/trends/the-north-face-purple-label-japan.md) - [Spring-Centric Technical Fashion](https://www.trendhunter.com/trends/hyke-1.md) - [Alpine Couture Capsules](https://www.trendhunter.com/trends/the-north-face-and-cecilie-bahnsen.md) - [Collaborative Outdoor Technical Apparel](https://www.trendhunter.com/trends/hyke-and-the-north-face.md) - [Durable Outdoor-Centric Lifestyle Apparel](https://www.trendhunter.com/trends/ripstop-collection.md) - [Collaborative Technical Outerwear Series](https://www.trendhunter.com/trends/hyke-2.md) - [Elevated Winter Fashion](https://www.trendhunter.com/trends/the-north-face-x-skims.md)