SS17 Creative Direction

Design Inspiration and Design creation

MONTHLY STORIES

Q2 SHINE

After Rising in Q1, the time of Summer is here. It is Q2, and it is time to SHINE. The temperature is changing, the sun is out, we’re bursting with energy. It is the time of celebrating, time of festivals and freedom. Lighter fabrics, summer silhouettes from sport to street, from city to beach.

Our colors and materials in Q2 are more affected, anodized, and washed in the summer sun, with a hint of metallics which adds shimmer and shine for Girl’s.

Q1 RISE

The Brands Creative Direction SS17 Q4 “UNSTOPPABLE” evolves into SS17 Q1 where we emerge with an uprising. It is time to RISE from the winter elements. We have survived the darkness, the cold, and the harsh environment. We’re getting ready for Spring and are rising towards the sun, the energy is starting to flow.

On color there is an experimental side of more unusual colour combinations. Our classic rich sport DNA bright colors become oxidized, affected & elemental in Q1.

Q1 GIRLS

JANUARY / FEBRUARY:
CONTEMPORARY SPORTSWEAR

It’s 7 am and still dark when you’re on your way to school or your morning training session. The lights and billboards are reflecting in the wet streets of the city., and we translate this wet versus dry look in fabrics and trims.
January combines the lights of the city with butterflies, creating a feminine all over print. This evolves in February to a tonal all over print for Girls.

MARCH
STUDIO

Spring is coming and the flowers are blooming. The architecture of the city is inspiring the lines and the all over print of the studio collection. Feminine flowers are boldly combined with modern shapes. Cut out and strap-work bring in newness in silhouettes. Seamless constructions continues to evolve and brings innovation in this collection designed from studio to street.

Q1 GUYS

JANUARY / FEBRUARY:

CONTEMPORARY SPORTSWEAR

It’s 7 am and still dark when you’re on your way to school or your morning training session. The lights and billboards are reflecting in the wet streets of the city, and we translate this matt and shine in fabrics and trims.

For Guys in January we bring the inspiration of billboards and city lights to life. February brings a new fresh monotone story for Guys.

MARCH:

URBAN PLAYER

The new holistic head to toe concept for guys : Urban Player, is geared towards a more cleaner look in the street range. A modern and simplistic look, with a key color-focus on footwear, designed from the feet up. This range has attention to detail, interesting mix of fabrics and a more monotone color story for apparel.

Q2 GIRLS

APRIL:

CONTEMPORARY SPORTSWEAR

Contemporary Sportswear for Q2 is court sports inspired. We’re looking at framing, lines that came from the BB court or tennis court and the disruption of lines. Color blocking remains important and femininity is brought in by combining softer color tones with sport DNA colors.

MAY:

STUDIO

When Summer starts the beach becomes our Studio. We’re inspired by underwater textures and this is translated into iridescent prints.

New feminine cut lines and great prints create a fun and fresh new Studio collection.

MAY / JUNE:

SUMMER PACK

Summer is here, hanging loose, feeling free. May’s graphic pack is all about having a summer adventure and discovering the underwater world. June’s graphic’s are showing the tropical holiday feeling with feminine fonts and flowers, add showing some really great boardshorts for Girls to combine with these tees, and you’re set.

Q2 GUYS

MAY:

SUMMER PACK

Summer is here, hanging loose, feeling free. Fabrics are lightweight and silhouettes are showing relaxed comfort. Fresh and new board shorts next to a great variety of tees. May’s graphic pack’s shows a large variety: an inspirational pack showing a collage of summer pictures, an all over print pack showing tropical holiday theme and some strong branded tees.

APRIL:

CONTEMPORARY SPORTSWEAR

Contemporary Sportswear for Q2 is court sports inspired. We’re looking at framing, lines that came from the BB court or tennis court and the disruption of lines. Color blocking remains important and masculinity is brought in by DNA colors and textures from sport.