Berlin-based brand GmbH is gaining popularity in Europe and for its Spring/Summer 2018 collection it made in collaboration with Norwegian brand Helly Hansen on a waterproof jacket that is reminiscent of "80s acid rave" culture. The fit of the anorak is sleek and A-line, with a high neck to protect against winds and abundant pockets for comfort and ventilation. The piece comes in three different colorways— beige and black, white and bright blue, as well as classic white and black combos. It is branded appropriately throughout with the companies' handles.
The GmbH label surfaced in 2016 and "earlier this year, [it] was nominated for the prestigious LVMH prize." It is clear that the brand is doing something right, at least in terms of advertising or fashion. Combined with the creditable influence in high performance wear by Helly Hansen, it is safe to say that the 2018 waterproof jacket combines style and quality.
What's Driving This Trend
- Retro-style Fashion
- Opportunity for brands to collaborate and create apparel that exudes a nostalgic vibe.
- Performance Wear
- Emerging trend towards fashionable clothing that can withstand harsh weather conditions.
- Collaborative Marketing
- Brands can benefit from collaborating with other companies to leverage each other's strengths and appeal to a wider audience.
Who This Affects Most
- Fashion
- Brands can incorporate retro elements into their apparel and market them as stylish yet practical options for outdoor activities.
- Outdoor Gear
- An opportunity for companies to create high-performance apparel that also has a stylish aesthetic.
- Sportswear
- Companies can introduce trendy and weather-resistant options for customers who like to exercise outside and keep up with current fashion trends.
