In line with oversized branding trends ruling street and sportswear, we were more excited than ever to showcase our latest collaboration with the queen of sports-luxe, Astrid Andersen, at the SS17 edition of London Collections Men.
Tracksuit bottoms featured branded legs with oversized lettering badges woven in high-definition snakeskin and solid black. Other branding elements such as the designer’s logo in our woven heat transfers were used heavily throughout the collection.
If this year’s trade shows are anything to go by, the 90s and early 2000s throwback is here to stay. Bold letters and branding placements continue to be influential in the wider market, too. The Berlin shows, London’s Jacket Required, as well as Pitti Uomo, Florence, all had some of this look to offer. Jersey separates, casual bomber jackets and t-shirts bearing logos and slogans were also in abundance on the runways this season.
The logo sleeve shirt transforms from streetwear staple to contemporary casualwear with examples from designers such as Ganni, Penfield and Korean brand Hyein Seo.
Sports nostalgia continues to drive influential brands such as Penguin and Tommy Hilfiger. Brands refine the aesthetic with framed type, colour-blocking and linear disruptions. A red, blue and white palette is key for an authentic 1990s look. The classic grey sweat top reappears in new silhouettes such as short sleeved and cropped styles.
A monochrome palette with a touch of metallic is evident too, predominantly in the premium streetwear sector. It’s fonts-a-plenty in the stores and showrooms, as brands experiment with a renewed self awareness.
Hungry for more? Keep in touch with the latest branding trends and RBIS news on Instagram @madetomention and Twitter @avydenrbis.
About Amy Lee, Trends and Insights Specialist, Avery Dennison RBIS
Based in London, Amy is often found at the most influential arts and fashion events, trade shows and store launches. A Northern girl from Cheshire, England, she has been known to take her own Yorkshire tea bags around the world with her!
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