Rough Country ‘Rough Country’ aims to provide a new fresh outlook on the outdoor performance wear market. Strong competition within the industry means that each brand must strive for excellence in all aspects of their goods, from the design and functional uses of a product right down to the marketing of it. This publication explores a new direction through three different trends for SS17 , which include all of these ideals. Prepare to see a strong mix of lightweight, durable down jackets, wicking base layers, insulated fleeces and thermal leg wear. All with the waterproof and reliable properties that any outdoor performance wear brand promotes. Exploring print and brand messaging is a key contribution within this publication as it sets about to create a new diverse look for the outdoor market industry, specifically designed with diverse alternate outcomes in mind for each trend. Follow the new direction that this publication will lead you in, finding both high street and nature’s influence for all three unique trends, associating the everyday lifestyle with the great outdoors through careful design and marketing.
Creativeness is key with this trend as it focuses on print, texture and bold colour mixes. All inspired by nature at its finest through primarily sourced imagery, with an added burst of vibrancy. Through floral exposure to natures most symbolic gestures, these prints contrast and push the boundaries of the normal basic patterns out there. The soft colour palette is focused primarily on the Womenswear market. Exploring new ways to wear pastels and pinks without styles proving too feminine. The issue with the current market for women is that the options are too basic and are seen as ‘just for women’. For instance pink proves to be a colour that women see as negative, colours that define gender, however this trend aims to change that, and incorporate the pinks and purples alongside other strong colours to produce a new universal look that will define the wearer as energetic and vibrant. Expect to see waterproof jackets, warm fleeces with wicking properties, useful salopettes and thermal base layers. Including all the useful accessories to go with them ready for SS17.
This trend focuses directly on nature in all its glory. Finding inspiration from within the beauty of decay and moulds from within the natural outdoor environment. Sticking to a very basic colour palette of deep yellows and greens this collection resonates nature and will be an desirable wear for any outdoor enthusiast. Simplistic design is sometimes key within a trend and this one does just that, however do not let the simple colours and easy going features of this distract, from the intricate design details within. Expect to see waterproof down jackets, thermal fleeces, fitted base layers and salopettes ready for all seasons. Alongside matching accessories ready for any user. Explore in this collection, that’s what it is there for.
Would you say that you are a fashion aware individual? Not necessarily, I like to be comfortable in what I wear, I don’t necessarily pick the most on trend clothing, I just buy and wear what feels comfortable, however I am aware of current trends and try and co-ordinate my outfits to match the style I want. What is your favourite trend either for this season or another and why? I really like the universal ‘Streetsyle’ trend. There’s always some quirky happening in the street style pages and blogs. How would you describe your style? I’m a bit of a tomboy, so I like my style to be quite relaxed and comfortable but also unique and I like to play around mixing prints in my clothes. Over the past few years sportswear has moved away from its known singular and has merged into the fashion scene as a wearable trend. The most commonly known happening of this, sports Luxe or and street style. Do you think sportswear has impacted a lot on fashion these past few years? and why? Yes I do, you see a lot more people wearing trainers and tracksuit bottoms as a general day to day style. I think it gives fashion a lot more of a diverse scene. Do you wear sportswear as part of your everyday attire? if so why ? Yes I do, I enjoy the fact that I can just throw on a pair of trainers and jeans and it looks fashionable but keeps its comfort. What do you wear the most? My Nike Air max trainers I wear most days as they’re really comfortable and go with everything. And also my backpack I tend to wear most days as I feel it ties my outfits together as a cool accessory.
If the option were there to buy an affordable, reliable and functional piece of clothing that still fits with the fashionable trend would you ? Yes If you could choose and design your own winter/summer, what would it be like? Please explain colours, functions and a reasonable price that you would pay for it. I would design baggy tee’s with mixed prints on them or logo’s. I would have all sorts of different colours from deep ones like maroon to brighter white ones, Iwould also design a collection of cropped plain tees to be worn with a collection of boyfriend jeans that can be worn as hipsters with cut outs in the legs. What is your favourite accessory or piece of clothing in your wardrobe at the minute ? My backpack and beanie. It is so useful for those bad hair days.
Would you say that you are a fashion aware individual? Yes. If yes, Do you follow fashion and current trends moderately? I would say I loosely follow fashion but as for current trends I wouldn’t know where to start. I’m a guy that sees something he likes and buys it, rather than shops around. What is your favourite trend either for this season or another and why? I’m not entirely sure whether it is a trend in itself, but a lot more people have started to wear sports trainers such as Nike air max and/or Adidas originals. As the trainers are so comfortable and wearable with almost anything. I also like the oversized jackets. Everyone seems to have one and it’s refreshing to see people buying clothing for comfort and reliability rather than just fashion. How would you describe your style? Hmm. I would say a mixture of smart collared shirts with sportswear and urban grunge. However I do mainly stick to sportswear ie, tracksuits and trainers for comfort. But I do always in any case aim for a cool, urban look. Over the past few years sportswear has moved away from its known singular and has merged into the fashion scene as a wearable trend. The most commonly known happening of this, sports Luxe and street style. Do you think sportswear has impacted a lot on fashion these past few years? and why? Yes I do. Sportswear has always been a part of fashion, but it has certainly made an impact more recently due to celebrity endorsements of the sportswear labels. I think the first example of this to date is Michael Jordan and Nike Air Jordan, as such a huge sporting great everyone looked up to Michael, so when the clothing/footwear he wore was available c ommercially naturally fans jumped at the chance to buy them. This works in the more modern day as well, which help influence today’s culture trends as well as the fact that sports/ streetwear is comfortable, affordable and can be worn so universally while at the same time now being considered fashionable. I think these are key factors in the growth of sportswear in the fashion world.
Do you do any outdoor sports/activities? Yes. I am a keen snowboarder. I visit the slopes every year sometimes twice. What kind of brands do you normally use when buying new performance wear? I normally use Burton, Oakley and Salomon. Just because I know all of these are reliable and look cool. They are quite expensive though. Do you wear sportswear as part of your everyday attire? if so why ? Yes, everyday. I wear it because it’s comfortable and I can mix and match clothes easily with sportswear. What do you wear the most? Tracksuits, trainers, long jumpers. If the option were there to buy an affordable, reliable and functional piece of clothing that still fits with the fashionable trend would you ? Yes, of course. That would be ideal. I would prefer to spend money on something that could be worn regularly rain or shine. If you could choose and design your own winter/summer jacket, what would it be like? Please explain colours, functions and a reasonable price that you would pay for it. I’m not entirely sure, some sort of slim fitting tracksuit or khaki jacket. I really appreciate a good deep green khaki print and also blacks, greys or dark blues. I would want to spend money on something that I could wear in the sunshine but also in the drizzly wet British winters. I think for this type of item a reasonable price would be around £80/£90. What is your favourite accessory or item of clothing in your wardrobe at the minute ? My favourite accessory is my Luke 1997 cap and my favourite item of clothing is my Luke 1997 reflective jacket. I love the style lines and cool reflective fabric. It’s also quite a safe jacket to wear in the evenings as it reflects light.
Feral Roamers The boundaries between high street, youth culture and sports luxe merge together for this trend. Focussing on high street influence to create a new and unique trend ready for great outdoor venture or just a typical cold, rainy day. In a modern world, why can’t functionality, reliability and fashion merge to become a superior collection. Ready for all to wear not just the outdoor adventure seekers . This trend aims to put a stop to that. Expect to see the new and improved ‘classic logo tee’ collection, sure to be a popular commodity for all age ranges and genders. Featuring minimal qualities but maximum design aspects. Also featuring super lightweight jumpers, waterproof jackets and thermal t-shirts. Along with all the functional accessories to go with them. The aim is to provide a collection that integrates the separate rationales of males, females and young teens. No longer will there be a divide between age and gender. All will combine as one, giving this trend a new diverse edge ready for SS17.