The two main Berlin men’s trade shows, relevant to the UK market, SEEK and Premium, had a switch up for the AW19 season. SEEK, the younger, more streetwear and sportswear focused show pushed its separate area for skate fashion, Bright, into the main show space. What this did was make the show feel more outerwear heavy and technical and showed a definite turning away from branded sportswear for AW19.
Premium on the other hand made the correct decision to reorder their show spaces: mixing the brands and giving the feeling of discovery rather than uniform looking halls. Premium is, just that, more premium, targeting an older demographic with the deeper pockets to buy more expensive clothes and finishes.
Left - Inside the main hall at Premium, Berlin
Here are the big AW19 trends coming out from Berlin and the labels worth making a note of:
Post Sportswear Preppy
The sportswear juggernaut was bound to slow at some point and we’re seeing the beginnings of it for AW19. The overall feeling was of less branding and colour and the idea that sportswear to segue-waying itself into new areas. Retro sportswear is going out the door and morphing into either more technical or preppy product. A perfect example of this is Champion doing branded rugby shirts. It’s still sportswear, but it’s moving back into the preppy area of menswear. This will be how preppy returns to fashion.
Left - Lacoste 80s college jacket
Right - Champion showing the segue way from sports into preppy with rugby shirts
The Recycled Renaissance of Denim
Always eco-conscious and sustainably minded, the German shows have always been home to brands trying to change the system and limit fashion’s impact. Denim, one of the world’s most destructive fabrics in terms of pesticides, water and dyeing, needs a way back into fashion.
Two Dutch brands, Butcher of Blue and Mud Jeans are pioneering reusing and recycling denim. Butcher of Blue reworks vintage and Mud Jeans asks for its old jeans to be returned to be completely taken back to the raw fibre and remade. They also offer a leasing service - €7.50 a month, €29 sign up - for those who don’t want to own. Around 40% of the new jeans are from old jean fibres.
HNST, a new German jeans brand, claims to include 56% of reused denim fibres in its new jeans with the rest being Tencel. People donate their old jeans and electrolytes are used to fix the indigo to the fabric and make the dye soluble. Expect more of this from the bigger denim brands.
Left - HNST denim recycling old jeans into new
Corduroy has been making inroads back into menswear over the last few winters. Biscuit and forest green are the main colours, here, as it spreads from coats and trousers into accessories and footwear. Related to the remerging preppy trend, corduroy offers a fresh collegiate take in warm team colours.
Clockwise from left - Superga, Kangol, Far Afield, Averse
For those men wanting colour and pattern, tartan is the fabric of the AW19 season. First seen on the catwalks of London, tartan is a masculine way of putting interest safely into a any man’s wardrobe. Portuguese brand, Averse, had classic Black Watch, and Schneiders offered something more appropriate for those Rupert The Bear wannabes.
From Left - Schneiders, Averse
Long-Line Arctic Parkas
This is a trend that needs another winter to build, but get in early. Expect many more of these for AW20. In a saturated coat market and the oversized trend blowing up - pardon the pun - the arctic parka is getting longer and more cocoon like.
The American, but Italian run and owned, Refridgwear, has done a collection with a German designer, (they wouldn’t name just yet), where the bottom foot of the jacket can be simply added and taken away. All for around €500. There were a few more brands, such as Woolrich, doing similar long-line styles at Pitti Uomo.
Left - Refridgwear collab with a yet unnamed German designer, the bottom section is detachable
A father a son team, Tom & Adam, from Riga in Latvia, feature wearing their own product on the website and in imagery. Made in Latvia, designed in Paris, this new underwear and swimwear brand is trying to get us off our cheap addiction and slipping into something with more quality.
Trunks - €35, Swimshorts - €150
A Design Collective
A new British casual shoe brand offering value in the luxury, minimal cup-sole market. Made from Italian leather in Portugal, the people behind A Design Collective currently do private label and are now launching with the Common Projects customer in mind with this £130 sports shoe. Launches July.
Barcelona based, Brava Fabrics, manages to tread that fine line between fun and immature. Their Spanish made fabrics feature yellow submarines, llamas - the new unicorn? - and the ever nostalgic cassette tapes. The fun side of hipster.
This type of padded outdoor slipper could be the new slider. New British brand, Coma Toes, certainly hopes that’s true with their collection of padded sports slip-ons. I’ve seen something similar from The North Face before, but there’s always room for a new, well-priced and casual footwear trend. Watch this space...
Offering great value and made in London outerwear, Wax London is a husband and wife design team. They aim to bring the manufacturing of traditional British outerwear back to the UK. These are complimented with staple essentials of jerseys, knits and shirts crafted in Portugal and Italy.
Salzburg based, Schneiders, is a quality outerwear producer with traditional alpine shaped and loden type fabrics. In the upper price points, the product is made in Romania, but from premium fabric and fur finishes. For the modern Cecil Beatons.
Thei-Sprint began in 1935 with Heinz Theisen, a man who dedicated his life to professional cycling. Born in the textile district of Moenchengladbach, after World War II he began making his own equipment, jerseys and gear.
In 1965 he returned to his roots and began designing cycling equipment again. With his own knitting machines, he made jerseys and beanies for local teams together with his wife in their basement. The “Thei-Sprint“ brand was born.
By 1985 Theisen had joined the renowned Telekom and Coast cycling teams as a mechanic. His final triumph came in the 1988 Seoul Olympics where Theisen won gold as a chief mechanic with the West German track cycling team. He is famous for his red beanie which they continue to make proudly in Germany.
Have you met Gym?! No, me neither! As we slide into summer look gym ready in classic sportswear items. Whether lounging around or actually doing something, heaven forbid, team with coloured lenses and a fun baseball cap for a cool geeky look.
Credits - Hat, T-Shirt, Jacket, Shorts - All Gymphlex, Chicken Legs - Model's Own, Shoes - Base London
Our love of the 80s continues. From the music to the films to the fashion, it’s the decade that keeps on giving.
The big trend, fashion wise, is 80s sportswear and this is the look you should be following.
Go for larger fits, especially in coats and jackets - I’m wearing a large here - with strong, contrasting primary colours.
This jacket by Tommy Hilfiger is from House of Fraser and perfectly illustrates the new look while heavily referencing its vintage archive.
Team with dad jeans, branded socks and retro trainers. Don’t forget the gold chain or necklace for that final, confident flourish. Read more why here
Are you ready, Player One?!
Credits - Jacket - Tommy Hilfiger from House of Fraser, Jeans - Topman, T-Shirt - Umbro, Necklace - Topshop, Socks - Fila, Trainers - Diadora, Cap - J Crew
With the Russian World Cup coming, or should that be looming?! We're going to get all nostalgic for Panini stickers and short-short football kits. Retro sportswear shows no sign of slowing down in fashion circles and anything branded, or with brand's old logos, is as popular as ever.
Credits - Loafers - Base London, Jeans - Raey, Top - Vintage
There’s always a moment in popular culture when you can pinpoint something peaking. It’s usually in hindsight and when something goes from being cool and new to something ridiculed and stereotypical. Remember the hipster beard? This could be the moment for sportswear.
Left - The Meet Me At McDonald's Haircut
A Great Yarmouth school has banned a haircut called ‘Meet Me at McDonald’s’. The offending style features short sides with a floppy, curly mop of hair on top pushed forwards.
According to The Sun, it was inspired by a 13 years old grime artist called ‘Little T’ from Blackpool. It looks like a relative of the 80s Scouse perm and, obviously, complements the current fashion of retro looking sportswear. Add a scowl and a few sovereign rings and you’ve got a Vetements lookbook. I can already see Amazon producing these wigs for Halloween or fancy dress costumes. Just as 80s tracksuit wearing Scousers became comedy fodder in the 90s, this could be history repeating itself and what will turn the tide of this current trend.
After the recent fashion weeks, I’ve thought about how much momentum this sportswear trend, in fashion terms anyway, has left to run. Sometimes you need a replacement to push it off and other times people just get bored. I think it has until the end of the year, but we’re definitely at the beginning of the end. Denim will be back soon, no doubt, and as we see more and more examples of sportswear looking Sports Direct bad, see above, the cool will drain from sportswear faster than you can say “trackie bottoms”!
It’s fortunate they chose McDonald’s, and not KFC, as there probably wouldn’t be anybody there.
Walking into Topman’s Oxford Circus flagship, a couple of weeks ago, there was a collection of bought-in brands such as Nicce, Le Coq Sportif and Champion, in an area on the first floor. All familiar, all offering the current taste for branded clothing.
Left - Vision Streetwear - Scarf £30
There was a large section for a brand I hadn’t heard of called “Vision”. All Balenciaga-type logo tops and branded football scarves, the product was good and definitely where we are right now and what guys want to buy.
I always like retailers to surprise me and give me things I hadn’t heard of before. I just thought it was a street/sportswear brand that was yet to jump onto my radar.
I went to the Topman SS18 press day, the following week, and there was a special area for “Vision” and, then, the penny dropped: this must be an in-house brand.
It’s clever. It allows brands to do something different, have a clean creative sheet and for it to be detached from the parent brand. It can also, unlike the main brand, be disposed of the minute it starts to wobble. Easy come, easy go.
People are much more open to fresh brands and this is the future for high-street retail. Secretive in-house brands, that look like they’ve been created by a young, dynamic group of creatives rather than be tainted by the connotations of the parent brand. TK Maxx have been doing it for years.
And this takes me to HIIT. A new sportswear focussed brand under Burton’s umbrella. I’m much more likely to get excited about HIIT - it looks really good BTW - than “Burton Sportswear” for example. It also allows the people who work there to push it and be very current without a buyer in the background wailing “It’s not very Burton, is it?”.
Right - HIIT Available at Burton in January 2018
It also allows it to be stocked by third parties such as Zalando and ASOS. It stands on its own right and when its life cycle is over it can be shelved and a replacement or alternative waiting in the wings.
I’m calling these “Russian Doll Brands”: brands within brands offering a new niche and more fashion forward or specialised clothing.
What these do is represent the shortening lives of brand and how they can easily come and go and also, it’s a step away from “collaborations” which many consumers and brands have grown tired of.
Correction - Vision is owned by Authentic Brands Group, a brand development, marketing and entertainment company, which owns a global portfolio of lifestyle, sports, and celebrity and entertainment brands. It is exclusive to Topman in the UK and US, but not in Japan.
Guys, listen up. As you’re probably wearing trainers or sneakers, right now, you’ll probably want to know the direction your next pair is coming from. Think of the worst pair you can imagine, double it and then sprinkle on another cup of ugly and you’re there.
Left - Vetements X Reebok Instapump Fury Canvas Trainers - £610 from matchesfashion.com
Gone are those minimal, sleek cup-soles, that have, let’s be honest, had a good run for their money, to be replaced by the fugliest fuckers to hit the pavement.
Right - Raf Simons X Adidas Ozweego III Low-Top Trainers - £285
This is all part of our addiction to bad 90s style and everything of dubious taste. You better start planning the rest of the outfit!
Below Right - Eytys - Angel Low-Top Chunky-Sole Leather Trainers - £265
Below - Nike Air More Uptempo Triple Black - £140
We need some good news, and with new footwear label, Good News, it’s coming in spades. I first saw Good News at the Designer Showrooms during the last LFWM, where they were previewing their new AW17 collection. What I liked was it was a twist on the classic American baseball shoe, but in material of the season - coloured corduroy.
Left - 80s styling from Good News SS17
Good News is a British contemporary footwear brand founded in 2016 in London by co-Founders Ben Tattersall and Nia Jones with the shared aspiration “to bring the world a little bit of GOOD NEWS”.
Nia was a shoe designer at Topshop and Ben has a background in marketing and sales. The shoes have a unique thick natural rubber sole that gives ultra-comfort for men and ladies looking for a fresh contemporary sneaker at an affordable price. Fresh bold designs and colour is at the essence of the brand’s identity and the styles that are available for the SS17 season.
Each piece is named after a traditional baseball term; ‘Dinger’ and ‘Bagger’ after a homerun, ‘Hurler’ the fast pitch, ‘Babe’ after legendary Babe Ruth and ‘Slugger’ after the ball is hit out of the park.
Hurler is a traditional baseball stripe, which comes in monochrome striped canvas with a natural rubber sole. The Bagger style comes in cotton canvas white, black or navy. The Dinger introduces colour into the collection with primary blue, red, green, off white, 70s burnt orange and black. This striking style has a contrasting white tongue that comes in cotton canvas. Babe is a canvas and nylon mix combining vibrant multi-coloured tones and Slugger is an easily styled black canvas with a noticeable white lace or matching black laces.
The collection ranges from £50 for the low height styles, to £60 for high-tops.
Right - More Good News SS17
Good News look to create a positive change in the world. From ethical product monitoring fairtrade and supply chain, to collaborations with charities and brands that share the Good News values. The aim is to engage target audiences and communities through raising awareness on important issues.
Now, just ask yourself, why buy a pair of Converse when you can get a pair of these?
Instagram @goodnewslondon Facebook @goodnewsldn www.goodnews.london
Below Right - Everything is coming up corduroy for AW17 - Good News Rhubarb Low AW17
Left - Hurler Hi AW17
With everything turning towards vintage sportswear, it was perfectly timed and serendipity to receive an invitation to the Diadora museum. Located near Treviso, around 40km from Venice, Diadora, the Italian sportswear brand and manufacturer, is having a renaissance and riding the wave of the revival of 80s sports classics and men’s terrace wear.
Left - Diadora HQ is near Treviso, a town in the Veneto region of north-east Italy
Unfortunately not open to the general public, the museum is located at the head office and factory. Since July 2009, Diadora has been controlled by L.I.R. the holding company owned by the Moretti Polegato family, who also own Geox. They have re-established the Diadora brand and the museum is there to remind and explain to visitors and employees the brand’s history and sporting heritage.
Right - The timeline of Diadora's history in the museum
Diadora is from the Greek, dia-dorea, which means, ‘to share gifts and honours’, and was established in 1948 by Marcello Danieli to make mountain boots. Treviso is situated near the mountains and the Italian mountain police required special boots for their duties and this is why many of these types of manufacturers and companies sprang up in this area after the war.
In 1960 Diadora shifted its production to sports and during its heyday in the 1970s, 1980s and 1990s, it was worn by some of the biggest sports stars of the time including Ayrton Senna, Sebastian Coe, Bjorn Borg and the Italia ’90 Italian football team.
Left - One of many of the famous sports shoes in Diadora's hall of fame - Here is Boris Becker's
In 2009, Enrico Moretti Polegato, a member of the controlling family, became the new president of the company with the aim of enhancing the brand’s worldwide reputation and production. A background as a lawyer, and softly spoken, he kindly gave us the tour of the museum.
Right - Inside the factory where 10% of Diadora's shoes are #madeinitaly
The museum starts with an overview of nearly 70 years of history with a few of the original machines and processes it takes to make the shoes. An enviable collection of signed football shirts illustrates the depth of names who have worn Diadora.
The next part is where Geox’s expertise comes in. Masters in sole innovation and construction, they are regarded by some as the best, producing comfortable and practical footwear. A new concept, centred in the room, illustrates the breathability of their soles and how they are bringing this technology into Diadora’s new footwear.
Left - Diadora's sporting greats on the outside of the headquarters
The final part is Diadora’s greatest hits: a display of all the sports people who have worn Diadora over the years including Boris Becker, Roberto Baggio and Francesco Totti pictured alongside their shoes.
Diadora’s collections are a good mix of heritage with modern finishes and techniques centred around the sports shoes and their current collection of 'Heritage' casual wear has the strong branding people are currently looking for. They do pure sports shoes, casual shoes and vintage inspired shoes, for many different sports, and they also produce utility shoes. Around 10% of their shoes are, now, made in Italy, and around 30% is made in neighbouring countries in Europe.
When I visited they were making utility shoes in the factory adjacent to the museum. The small production space is connected to the design department so they can prototype and produce in limited runs and in tighter time frames. Diadora has recently specialised in producing special collaborations for brands and retailers.
It feels that being part of a bigger group, Diadora, has more stability and the expertise and investment you need in order to be able to keep up in this very competitive market. As people grow tired of the sports mega brands and a return to those with real heritage, Diadora is in the perfect position to reap the benefits with quality products that are well made and define this new era of retro sports that has hit the current fashion scene.
Right - Diadora's current SS17 campaign which references its 80s archive
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Tom Ford, you’re missing out! Even after all his daily baths, you'd think it would be too tempting to slip a tracksuit on, but, he recently told GQ America that he didn’t own sweatpants, but he did concede that he’s a member of a tennis club in London that only permits its members to wear white, and yes, sometimes he does get into the car in this one pair of white sweatpants, since it’s required, but no one on the street sees him because his driver pulls him right up to the club.
Oh, the shame! Can you imagine?! Well, the tide has turned and boy, does TheChicGeek love a good tracksuit.
Credits - Tracksuit - Lyle & Scott, Watch - Mondaine, T-Shirt - Derek Rose, Trainers - Russell & Bromley
Shot by Robin Forster on Olympus PEN
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