# Californian Ruffian Streetwear The Windmill Club Spring/Summer 2013 Collection Hits the Streets By Katie Pagnotta | Published 2013-01-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/windmill-club References: [lifelounge.au](http://www.lifelounge.com.au/fashion/gallery/the-windmill-club-spring-summer-2013-lookbook.aspx) & [thewclub](http://www.thewclub.com/) The Windmill Club Spring/Summer 2013 streetwear collection is gritty, raw and displayed in a monochromatic lookbook. The intimate photo series follows around a group of rascals as they wander through the streets of California. The U.S. label got Canadian photographer Liam Goslett to shoot the collection on 35mm film. The result is a stunning black and white montage of the finest streetwear fashions. The male models rock leather bombers, double zero adorned jerseys and stylish ruffian head-to-toe looks. Specific photos that will resonate with the audience are the shots of the gang walking as a crew together in the middle of the street and one shot where they encircle a vehicle. The Windmill Club Spring/Summer 2013 streetwear collection is personal, poignant and hits the streets running. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 93% | Activity: 78% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Monochromatic Streetwear:** Disruptive innovation opportunity: Develop a sustainable and eco-friendly production process for monochromatic streetwear that appeals to environmentally conscious consumers. - **Film-based Lookbooks:** Disruptive innovation opportunity: Embrace the resurgence of analog photography by creating film-based lookbooks that add a nostalgic and authentic touch to fashion collections. - **Ruffian Head-to-toe Looks:** Disruptive innovation opportunity: Introduce customization options for ruffian head-to-toe looks, allowing customers to express their individuality and create unique streetwear outfits. ### Where This Applies - **Streetwear Fashion:** Disruptive innovation opportunity: Explore the use of sustainable materials and production methods to create eco-conscious streetwear fashion collections that appeal to a broader consumer base. - **Analog Photography Equipment:** Disruptive innovation opportunity: Develop affordable and user-friendly analog photography equipment that caters to the growing demand for film-based lookbooks and artistic photography. - **Customizable Fashion:** Disruptive innovation opportunity: Build platforms or applications that allow customers to easily customize streetwear fashion, offering a personalized shopping experience and fostering brand loyalty. ## Related on Trend Hunter - [Avant-Garde Street Capsules](https://www.trendhunter.com/trends/day-3-capsule-2.md) - [Cult Movies-Inspired Graphic Streetwear](https://www.trendhunter.com/trends/film-club-collection.md) - [Vintage Campus Fashion](https://www.trendhunter.com/trends/hollywood-breakfast-club.md) - [Practical Californian Streetwear](https://www.trendhunter.com/trends/gramicci-spring-summer-2024.md) - [Summer-Inspired Vibrant Streetwear](https://www.trendhunter.com/trends/colorful-rebel.md) - [Mid-Summer Streetwear Launches](https://www.trendhunter.com/trends/when-the-smoke-clears-collection.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Bright Timeless Spring Series](https://www.trendhunter.com/trends/rudsak-spring-2024-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md)