Move over parkrun, welcome to the International Running Club. IRC (International Running Club) is a virtual community and lifestyle brand born from a desire to celebrate the positive spirit of running. The brand’s debut collection of T-shirts, sweats and hoodies carry unique designs that cast people to some of the best running locations on earth.
Designed in France and responsibly manufactured with 100% organic cotton in Portugal, the range is full of colourful creations that are soft to the skin with an ‘impeccable gender-specific fit’.
Sunset run along Copacabana beach? Endless trails through the Coachella Valley?
Tees - £44, Sweatshirts - £80, Hoodies - £88
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On a chilly January Florentine night besides the swollen river Arno, the modernist Palazzo della Borsa played host to the first ever K-Way catwalk show. Known for it colourful and affordable rainwear and its signature yellow-orange-blue striped taping, this was K-Way’s way of celebrating the revamp of the brand and a sort of anniversary for them. (The brand was founded in 1965)
Left - The Classic pac-a-mac - K-Way's first catwalk show - Pitti Uomo 97 Jan. 2020
While many think of Pitti Uomo as a place for peacocks to pose by the curved pebbled concrete and classic made-in-Italy tailoring, the real money is being made by brands that offer mass appeal and big margins. This is aspirational, usually, made-in-China fashion, that has multiple variations on the same product. The consumer feels like and is happy that they have a lot of choice, while the brand’s core is simplified and strengthens the idea of ‘owning’ a category. Customers are clear on what they do, yet want to know what the new variations or collaborations are for each season. They are happy to have multiples of the same styles and shapes and have the same things as everybody else. It’s like joining a club.
It was founder Leon Claude Duhamel’s decision to brand the lightweight, nylon pac-a-mac that gave birth to K-Way after seeing people struggling in the rain through the streets of 1960s Paris.
At the Florence show, both Duhamel, and the Italian Boglione family, which now owns it, were present after a collection featuring youthful and fashion-lead rainwear. Italian influencers in Coyote-lined K-Ways watched as every variable of a K-Way was sent down the catwalk. These weren’t the pac-a-mac types of old, though it will sell plenty of those, but more the limited runs of fashion product with the K-Way DNA centre stage, even if it was taped prominently to the models’ flies.
The Bogliones - who also own Petersham Nurseries in Richmond - own K-Way as part of their BasicNet business. This Italian sportswear group owns Kappa, Robe di Kappa, Superga, and, recently bought Sebago from Wolverine. The group produced consolidated revenue growth of 14.7% in the 2018 financial year. In the first three months, Q1 2019, revenue was €74.6 million, a 38.9% increase driven by the recent acquisition of Sport Finance, the group’s distributor in France, UK and Spain.
Right - More directional K-Way for AW20
BasicNet saw strong 2018 growth globally; USA revenue increased by 36%, Europe 13.4%, Asia-Oceania 17.1% and Middle East and Africa 56.3%.
The founder of BasicNet, Marco Boglione, was only 20 when he was invited to join the company Maglificio Calzificio Torinese (MCT). MCT specialised in hosiery and underwear until seeing the potential of designer jeans during the 1970s boom and came up with ‘Jesus Jeans’.
Marco applied himself to the sportswear side of the company and was part of the nascent industry of sponsoring athletes with branded product. Under the Kappa brand they sponsored American Carl Lewis as well as football teams such as Juventus, AC Milan and Barcelona.
Marco left MCT to start a company making football merchandise, but when MCT started to struggle he, along with his brothers, bought it out of receivership and created BasicNet in 1995. Since then it has been acquiring brands with K-Way having been acquired in 2004.
K-Way’s signature ‘Le Vrai Claude 3.0’ jacket is £75. Made in China of a simple, lightweight pac-a-mac material, the margins must be huge. Success breeds success and dominance in this sector of mid-priced branded sportswear. You can sell huge volumes and retailers like the ease of brands being clear on what they do. It’s also a fun and colourful product. The same could be said for brands such Crocs, Eastpak, Herschel and Sebago. Lots of colours and finishes in the same consistent, known and liked styles.
While many new fashion brands aim for ‘luxury’, it is too dominated by the three main groups - LVMH, Kering, Richemont - who will only increase their muscle and monopolies. The volumes are too small to grow quickly and too much money is tied up in less product. The ideal is to scale quickly and this is what BasicNet has cleverly done with its brands. It’s tapped into the desire for brands at a price people are happy to pay while making good profits.
While without the overt branding, a newish brand trying this idea of lots of colours with simplicity in styles is Colorful Standard. Made in Portugal, it recently opened a store with Oi Polloi in London. Founded by Danish entrepreneur, Tue Deleuran, in 2017, it is now sold by 500 retailers across Europe with stores in Paris and Zurich.
Colorful Standard organic T-shirts retail at €30 and the sweatshirts are between €60 and €80 in a rainbow of colours. Made in Portugal in a factory Deleuran bought in 2008, he also produces private label for many luxury brands.
Left - Colorful Standard for quality organic basics in lots of colours
Expanding, new Colourful Standard categories for AW20 include boxer briefs, socks and Oxford shirts. By having the illusion of lots of choice it entices the consumer to be happy to add to their 'collection'. It also becomes a go-to when the product is good and people are satisfied. Asking people to pay 4 times the prices of Uniqlo with feel good extras of organic cotton and charitable associations seems to be working. It looks Helvetica familiar and fills the American Apparel gap or that once held by the likes of GAP.
What these two examples illustrate is the opportunities in this mid-priced market. Healthy margins in large volumes is the dream for any fashion business. Despite the naysayers, people will still pay for product they like, it just needs to be good. Oh, and colourful!
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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.
It was while at the Copenhagen fashion trade show, CIFF, previewing the forthcoming SS19 collections, when I noticed Phipps International. It was a print featuring extinct animals and the quirky and current twist on Americana and the great outdoors that made me stop and take note.
Left - Phipps International - Cotton-terry track top- £620 from Matchesfashion.com
I soon discovered that the previous collection, AW18, had been bought by matchesfashion.com and is available now.
Phipps International was established in 2017 by Spencer Phipps. Born and raised in San Francisco, he studied at Parsons School of Design in New York City graduating in 2008 with a nomination as “designer of the year” for his final year collection - an initial exploration of sustainable fashion.
He started his career at Marc Jacobs as part of the menswear design team and after, relocated to Antwerp to work with Dries Van Noten.
Currently based in Paris, Phipps, was founded on the principles of respect and curiosity for the natural world.
“We are exploring the concept of sustainability and environmental responsibility in the realm of style. Our goal is to change the way we as a culture consume by creating products that are made with respect for the environment, that can educate and enhance lives. We are always striving to improve our practice as we move forward and, as a modern fashion company, we are simply trying to do the right thing,” says Phipps.
Right - Phipps International SS19 - The extinct species print shirt that caught me eye at CIFF
What started as a small T-shirt project between friends has rapidly grown to become a modern, globally conscious fashion brand focused on building a like-minded community with the goal of re-connecting consumers to nature and the world around them.
The products are said to be made with integrity and are created with consideration for the environment using sustainable manufacturing practices and eco-friendly materials. Many of its producers are certified by GOTS or other environmental certification organisations which help to ensure that our products are made ethically.
In addition, most of their garments are made in Portugal which, as a country, is a global leader in the development of sustainable practices. All of their manufacturers there are required by law to recycle their waste appropriately, re-use treatable water, use alternative energy as much as possible, and follow fair trade labour practices.
Left - One of the jackets of the season SS19
What do you get when you cross one of the nicest guys in fashion and a cult British cold water surf brand? The new designer collab. from Finisterre.
Left - CR X Finisterre Scarf - £45
Debuted at London Fashion Week in January 2018, the collection is based upon a shared ethos and rooted in sustainability. Finisterre and Christopher Raeburn have used performance fabrics, sealed seams and recycled insulation throughout the collection, from the Insulated Waterproof Coat to the Albatross Crew Sweater.
Right - CR X Finisterre Intarsia Albatross Jumper - £160
The 20-piece collection features outerwear, knitwear and accessories.
“The inspiration for the collection was the sea and, specifically, immersion in the harshest of conditions. On a more personal level, it’s also about my trip down to Cornwall and to Finisterre HQ where I got to meet Tom Kay and embrace cold water surfing with the team. It really allowed me to ‘immerse’ myself in the world of Finisterre, and the unity was born.” says Christopher.
I particularly like the made in Portugal knits with the albatross silhouettes. I think these are going to soar away very quickly! Soz.
Left - CR X Finisterre Insulated Cocoon Coat - £325
Trainers or sneakers attract geeks. Like moths to a flame, or maybe the moon, ‘sneakerheads’ catch the bug and find it very hard to shake.
Oliver Wrigley is a sneakerhead and his new premium British footwear brand, Oli X Oliver, was inspired by his love of footwear and his desire to offer a comfortable range of shoes without compromising on style.
Left - AW18 Oli X Oliver - Mid-Top - £175
Each shoe is produced in Portugal from the highest quality leathers and hardware. The main vision for his collections was to produce shoes with clean lines and subtle detailing. He has done this by minimalising the number of visible seams.
At the recent Jacket Required Trade Show, where he was previewing SS19, Oliver was even showing me how the cardboard shoe boxes were the highest quality he could find and he knows it’s the small details and the attention they need which makes the sneakerhead’s heart beat faster.
Left - Preview of SS19
These are premium, but are priced competitively, and his second collection, AW18, is just about to drop in stores now.
Right & Below - In the Portuguese factory