The latest drop from the Fresh ‘Made in Italy’ collection sees us revisiting the peak perfection of those signature 1980s style fleeces proudly designed and made in our own hometown of Turin.
Constructed at a historic factory that’s been specialising in fleece outerwear since the 1990s these vibrant and versatile jackets also feature a Fresh logo that's inspired by the Monviso mountain that is visible from Turin.
Given this vintage inspired angle we have also imagined these particular winter warmers as having come from the ‘Fresh Archive’, a magical if hypothetical place that only exists within our classic outdoor apparel loving minds.
Having sold out in record time last winter, for this season we’ve opted to mix things up a little with the introduction of some fresh new colour combinations that still contain the sporty outdoor aesthetic of our previous collection.
Ideal as an everyday jacket as we transition between seasons as well as a mid-layer when the cold really starts to kick in, these technical fleeces have been designed with outdoor performance in mind. So whether you’re moving on up into the mountains or heading out on more of an urban exploration tip, stay cosy and cool with an amazing new Made in Italy fleece from Fresh.
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Inspired by the master of colour combinations Issey Miyake, this premium piece is infused with our deep passion for the Japanese designer’s classic knitwear from the 1980s. Crafted by artisans in the Veneto district of Italy this timeless piece of premium knitwear doesn’t just look amazing, it also feels incredible too.
Lovingly crafted using a super soft mix of luxurious alpaca, merino wool and viscose it’s chunky enough to keep the winter chills at bay whilst also light enough for you to do some serious layering up in.
The feel good sweater of the year just arrived and it’s made in Italy by your good friends at Fresh.
]]>Whilst a new season provides the perfect opportunity for appreciating the beautiful transformation to be found in nature’s colour palettes, Autumn also allows us to adjust our wardrobes appropriately.
Characterised by warmer materials and earthier tones the latest layering friendly pieces from our ‘Made in Italy’ project have been crafted in harmony with this seasonal change of mood.
Available in four different colours (grey, navy, green and purple) these premium sweaters have been made using a luxurious combination of warm yet breathable alpaca and merino wool to create a pleasing speckled effect.
Perhaps the most versatile of wardrobe staples, a crew neck wool sweater is a classic piece that looks particularly great when paired up with some washed out denim or chunky cords and popping out from underneath a Barbour jacket.
Designed in our home town of Turin and made by experts and artisans in Veneto region (north-eastern Italy).
]]>The Ikoni Trail utilises several unique technologies along with an evolution of Karhu’s trail-tested designs from the past. An innovative Ascending Fulcrum cradles the foot and provides both guidance and propulsion while an ultra-soft bed of AeroFoam Trail cushions each step. The upper is constructed from premium IdealKnit Mesh and features anatomical lacing and a 7-point heel lock for a near-custom fit right out of the box. For the outsole, Karhu resurrected their trail tread pattern from yesteryear to offer superior, time-tested grip on a variety of terrain.
Universal Works have come together with legendary Finnish sportswear brand Karhu for a collaborative project, part of their ongoing Future Friendship series. This meeting of minds celebrates Karhu’s heritage and the UW philosophy of working with like-minded partners who share their authentic vision of peace, love and, in this case - sole!
The iconic Karhu M-logo has been used throughout the collection, but flipped on the lateral side of the shoes to make the ‘W’ in Universal Works - the first time Karhu has done this in it’s 107 year history.The origins of the "M" stem from the word ‘Mestari’ - the Finnish word for ‘champion’. We're sure you'll agree that feeling like a winner in the clothes and shoes you're wearing is never a bad thing.
Speaking to UW co-founder David Keyte about the collaboration, he said,
"Karhu is a brand that holds an integral place in the history and progression of modern sportswear, and this rich heritage has always intrigued me. In the case of Karhu, the evolution of the company's branding, which has taken many twists and turns along the way, is a fascinating story, and it's something we've very much played with in our collaborative project. Like most great partnerships, the two brands were already connected via mutual friends in the industry, so working together felt completely natural."
Speaking about how both brands came together to create the collection, Remko Nouws, Global Brand Manager of Karhu commented,
Inspired by the holiday seasons of the early 1980’s La Paz are back with more goodness from Portugal.
It’s best to acknowledge right now that summer is always better with sunshine, and being based on the Iberian Peninsula affords La Paz a better perspective than Northern European types like us. That’s if we’re allowed to be called European at all these days? Anyway, where was I?
Working with Australian photographer Ryan Brabazon, la Paz headed to a small village close to Porto where fishing is the main industry, once again providing an attractive and quintessentially Portuguese backdrop to infinitely wearable clothing we can’t find any fault with. Their home nation and indeed sustainability are two key features in the DNA of La Paz, which means all this gear is 100% Made in Portugal.
You should really take a closer look, via their website, here.
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Looking at these gorgeous New Balance 2002R shoes, the distressed suede shapes jump out, almost as much as the dreamy quality of the suede itself. They’re the perfect shoe in which to embark on your travels this summer, but we refer to seasons and weather all the time, so in honour of perhaps the best fabric for making shoes, let’s talk about suede.
As you no doubt already know, suede is basically the other side of leather. It’s the softer, underside of the animal skin. Why’s it called suede though? Well, imagine a pair of Scandinavian gloves, being worn in France. They’re from Sweden, to be precise. In France, they would refer to them as ‘Gloves from Sweden’, right? Except they’d say it in French, as they are entitled to do. So ‘Gants de Suède’. The inside of the glove is worthy of reference due to its softer feel, which has long since transplanted itself onto a wide range of garments, including absolutely loads of sports footwear. Interesting isn’t it?
What do you mean you fell asleep?
More on the 2002R then? How about that?
Well, the 2002R comprises plush leather and suede overlays across breathable mesh uppers whilst sitting upon a tech-packed sole unit. ACTEVA LITE, Stability Web and N-ergy are all in-house technologies and have all been unleashed on the 2002R to ensure the superfluous level of support for which New Balance is renowned. That’s sneaker geek speak for “They’re just dead good, okay?”
And they are. Get them here.
You can read a full interview with the founders of Fresh in the next issue of the magazine btw. For now, check out their latest arrivals.
Paraboot Thiers Velours Terre/Orange – Genuine Rubber Sole
Handmade in France, Paraboot continue to write the book on heritage footwear. This latest release is an original model from the sixties, rugged yet distinguished.
Get it here
Edwin Hana No Shita Shirt SS Multicolor
Look at this beauty! Like something you’d wear to play with the minds of your in-laws at the year’s first barbecue.
Get it here
Lacoste Recycled Polyester Track Jacket White Green
Now that’s what I’m talking about! Get a load of this! This is what you want from Lacoste, a piece of leisurewear that’ll elevate you from looking like a reluctant plasterer to a wise playboy. It’s what they wear at that tennis club you’re not allowed in.
Get it here
New Balance Athletics Remastered Graphic French Terry Crewneck Greige
Coming in a colour known as Greige (like beige and grey if they had a baby), this suitably suave sweatshirt boasts retro print to the front and is constructed from lovely French Terry, which also happens to be the name of the bloke who is winning the race depicted on the front. French Terry.
Get it here
La Paz x Fresh Cunha Torino Sweatshirt
As if the handful of sweats we’ve already shared isn’t enough to bamboozle you, here’s arguably the best of the lot, a mashup of Italian and Portuguese design. This collab between Fresh and Portugal’s La Paz is simply gorgeous, depicting an image of Turin’s wonderful Mole Antonelliana.
Get it here
Patagonia Ultralight Black Hole® Tote Pack 27L Fresh Teal
Surpisingly roomy, this is a tote back on steroids. I had saying things are “on steroids” or “on acid” but this is probably both so let’s make an exception and move on.
Get it here
Patagonia Black Hole Pack Perennial Purple 25L
Substantial and robust, this is a fetching shade of purple, but comes in others if you’re not into this shade.
Get it here
Patagonia Refugio Day Pack Evening Mauve 26L
A very good day pack with central access, probably for your footwear. Good for your daily gym routine or just for people who like carrying shoes.
Get it here
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As we know, Fresh are 15 years old this year, and they’re marking this occasion by releasing a number of special projects, both in collaboration with brands and also with factories.
One such development centres around a fabric local to them in Italy, known as Casentino. If you thought you’d heard of it before (and maybe thought it was the name of an enigmatic trequartista), that’s because it’s been around for centuries.
The woolen look with an interesting finish was popularised in the Casentino area of Italy. As far back as the Etruscans and the Romans, versions of this type of fabric existed. It was even said to be used as a means to pay taxes to the Florentines back in the middle ages. Tech fabrics today boast of warmth and waterproof properties but this natural alternative has been doing the same job for generations.
A couple of hours north of the home region of this fabric sits Fresh, in the historic city of Turin. Hugging the banks of the River Po, Turin (or Torino if you prefer, as we do) was briefly the first capital of Italy and its location made it a strategic point in trade and business. Known also as Italy’s main automotive manufacturing centre, it has both industrial heritage and that sense of Italian-ness that is just as evident in the fabric of Casentino.
Celebrating this heritage with contemporary clothing is the order of the day for Fresh, with capsule of caps and shirts in two very accessible colours – navy and green. Constructed in Biella there is Italian culture dripping from every fibre of this gear.
If Casentino doesn’t float your boat and you prefer a pattern, their caps also come in a curious combo of local tweed.
If this all sounds like it could be your thing then really, it’s about time you invested.
See Casentino Products here
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Our pals at Italian retailer Fresh may not have had the opportunity to join in the footballing fun in Qatar, following the failure of their nation to qualify, but their appreciation of the culture of football has never been in doubt.
Based in the city that gave the world arguably its biggest club – Juventus, it’s understandable they’re passionate about football. In addition, Italia 90 being the iconic tournament to end all iconic tournaments left an impression on Italian football culture that is still being felt decades later. The stadia, the characters, and the sheer theatre of the tournament could only have taken place in the country fittingly known as the boot.
There’s a way to celebrate football without being too simple and in these t-shirts, Fresh have hit the nail on the head. Not only is their own 1990 tournament celebrated but a number of others.
Following the invention of World Cup Willie in 1966, each tournament since has adopted a mascot that is supposed to represent the host nation. These have tended to be enduring caricatures, at least as far as perhaps the ’98 finals in France. The best ones feature on these tees.
So if you’re a recent convert or a traditionalist who wants something a bit more cerebral that shows your appreciation for the beautiful game, look no further.
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Crescent Down Works x Fresh from Fresh Store Torino on Vimeo.
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Once again Fresh is leading the way with its collaborative work. Not content with their well-received fleeces and knitwear, plus ongoing work with the likes of Astorflex, they’ve now reached the peak of projects by working with Crescent Down Works.
The Seattle brand has been doing its thing in the Pacific NorthWest since 1974 earning a reputation for excellence, especially in the way of down jackets.
For this special version of their iconic outerwear, Fresh have applied 60/40 cloth, adding durability to a garment that boasts their signature multicolour combination.
It’s probably the best piece of outerwear we’ve seen all season and is accordingly pretty limited.
Take a closer look at Fresh, here.
Take a look at all Fresh collabs here.
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Rather than go over what is clearly stated here already, let’s just say these are the best fleeces we’ve seen all season and leave it at that.
Oh, and you know you can get them at Fresh, don’t you? Yeah? Good.
]]>It’s their own fault though. Fresh have released a Fleece, that’s a fact. They’ve also called it Frida. Not content with three ‘f’s fitting together, they’ve released the fleece in four colours. I’m confusing myself now. Thankfully, Frida is just one of the names given to each style. We also find Cooper and Mimmo representing.
As if the quartet of 80’s style fleece jackets isn’t enough, Fresh have celebrated the launch with the above video,
Fittingly shot just 80km from Fresh’s native Turin at the Levi Molinari shelter, this video celebrates the great outdoors, Italian style.
In this release, you’ll find 3 styles spread across 4 colourways.
Mimmo is a multicoloured half-zip offering which is available in two colour-combos.
Joining the Mimmo is the aforementioned Frida, a red and blue offering that looks like it came straight off the Pacific Crest Trail.
Completing the trio of styles is the Cooper, a familiar three-colour combination we’ve come to associate with Fresh special projects.
These unique products are limited to Fresh‘s own website, Made in Italy and guaranteed to enhance your autumnal aesthetic.
See more here
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Howlin’ Birth of the Cool Sweater
In a colour called Tangerine Dream, this nice knit will make you around 14% more huggable, according to research from the National Institute of Cuddling.
Get it here
Patagonia Recycled Wool Sweater
When your Sunday football team arranges a Christmas jumper night out and you hate them for it, but don’t feel strongly enough to boycott.
Get it here
Anonymousism Mix Crew Neck
This jumper is a textbook case of ‘I want it, can’t have it, but will want it even more when it’s gone’.
Look closer here
Universal Works Loose Crew
This trio of colours works well and also fits in with Fresh Turin’s believe that the best things come in threes. See their latest collaborations to understand that.
See more here
Barbour Essential Pullover Cable Knit
No knitwear round-up would be complete without some serious cable knit action. Barbour bring their heritage to the table in abundance with this number.
Get it here
Lacoste Cotton Crew Neck Sweater
What a difference that little croc makes. What it stands for is nothing to do with big teeth, or wrestling Paul Hogan though. Lacoste is synonymous with the beast and through years of hard work and believing in themselves, Lacoste occupies a consistent European place in our table of Premier brands.
Reduced, here
It’s easy to look at the shape of Astorflex’s Beenflex shoe and immediately think of the Wallabee. They do, after all, share a silhouette. But it’s important to remember that while the Wallabee has become a household name, and in a way, monopolised the perception of all moccasins, the Wallabee itself was taken from a market shoe that Nathan Clark discovered while he was stationed in Lahore, Pakistan, with the army.
The shoe that Clark admired was requisitioned from Cairo’s Khan el-Khalili bazaar during the North African campaign in WWII, and Clark eventually began to make amends to the style, which was designed for harsh, desert environments. The first Clark’s Wallabee was released in 1967. Astorflex, on the other hand, have been making shoes in Italy since 1820.
Astorflex’s family-run business has had a factory in Castel d’Ario, Lombardy, for just over 200 years, but it wasn’t until the end of WWI that the family began to pioneer a new style and method. Know to them as the ‘ideal’ method, it utilises outer stitching along the edge of the sole and is the foundation for the modern Beenflex.
The brand is now in the hands of Fabio Travenzoli, the current head of the ‘Fratelli Travenzoli’, as it is colloquially known.
Fresh Store’s collaboration with Astorflex is the meeting of two, great Italian minds. The collaborative Beenflex was conjured at Fresh Store’s Torino HQ, and handmade by Astorflex with leather sourced from master tanneries in Tuscany. The insoles are vegetable-tanned, which uses natural tannins to eschew the modern-day chrome-dependent tanning process, which results in both a more ecologically friendly product, and one with a studier, longer-lasting leather.
The sole is then built with natural rubber, and all adhesives are water-based, aligning the shoe with both brands’ environmental principles.
The Beenflex comes in two new colourways, all designed by Fresh themselves: foresta blu and blu foresta.
Head to Fresh Store’s online site for the full collaboration.
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Despite a bumper 14-day trip, I decided I could manage without paying Ryanair’s extortionate fees for baggage in the hold and instead brought the bare minimum in my hand luggage. That meant just 3 pairs of shorts (the apartment has a washing machine, you see!), 5 t-shirts and very little else in the way of attire.
Two Patagonia P-6 tees, several seasons old were my go-to companions for this trip, though I noticed the emergence of some serious wear on both, plus what looks suspiciously like a moth bite means this could well be their last outing before going to the big recycle bin in the sky. They’ve served me well though, been worn to everything from a night out to the gym, and now they’re withstanding a last hurrah as I hike up steep trails and relax in the salty air of a very windy beach.
My whole point here is the P-6 tee from Patagonia is probably the most durable and value-for-money t-shirt of its kind. The back logo and front chest print combo is tried and tested and once I’m back in the land of high energy bills and social inequality, I reckon I’m going to cheer myself up and challenge the post-holiday blue with a couple of new P-6s.
I’ll probably get them from somewhere like Fresh, here.
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The challenges posed by extreme weather conditions more often than not find focus on footwear before other parts of the body. Of course in this record-breaking heat we’re experiencing, you need to cake yourself in sunscreen and keep your bonce from being burnt, but don’t discount the importance of keeping your feet cool. Metaphorically speaking at least, they don’t come much cooler than New Balance Made in England 991s.
Over in Italy, they know a little more about staying comfortable in heat than we do, so it makes sense that you’d get them from Fresh here
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C.P. Company appears to become stronger by the season. Without even taking into account their exhaustive 50th anniversary celebrations last year, it’s clear the noise around the brand is reaching a gentle crescendo, much like the crashing of waves on a beach.
And there, seamlessly, I’ve linked the Italian classic to the summer, and more specifically, your beach body. We’re not concerned with the superficial here though. Have muscles, don’t have muscles, not bothered. What we will judge you on though, is the attire you take down to the shore.
Fresh have just dropped a nice little range of items seemingly set for sun, sea and sand. Two tees with the smart branding with which C.P. Company has become associated, plus some swimming shorts, and even a towel, all available now at Fresh.
More of this sort of thing available now at Fresh.
]]>A man of my advanced – and advancing – years cannot fail to be drawn to teutonic trainers as stylish as this. While the kids bounce about in bright colours, these understated, off-white shade of AS520 are a cool candidate for your summer stroll along Palma Nova promenade.
Actually, I should probably have referenced Cinque Terre or Portofino, as these shoes are available from some friends of ours in the North West of Italy.
Fresh Turin is a suitable location to purchase this understated yet characteristic adidas silhouette. Get yours here.
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When employing the latter method, you’ll invariably end up looking at brands that are based in places where the temperature demands shorts are worn far more regularly than in a beer garden in Shrewsbury or a park in Barrow-in-Furness. La Paz fit the bill for this particular requirement. We like La Paz. Their laid-back Portuguese look is right up our street, especially in summertime. The fact they’ve made some very snazzy shorts in baby cord makes us love them even more.
Over at Fresh – themselves no stranger to a bit of sunshine – they’ve got a nice range, albeit in depleted sizes. If you’re looking for something refined for your long-awaited, thrice-cancelled summer holiday, please… look no more. La Paz and Fresh have you covered.
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Its capital Venice is world-renowned for its uniqueness and I’m lucky enough to have been there, albeit for just a day. It snowed. I had a pizza. That’s pretty much all there is to say. Lovely place though. Would like to go back.
The region is also home to a very Italian type of industry. Known for its wine production, the area can also boast manufacturing characteristics of a very historic nature. Pottery, furniture and fashion all feature.
Over in Turin, Fresh have applied a similar Italian eye for detail and generally nice things. Having made a name selling the best of brands from around the world, the lads have decided to try their own thing. Fresh Projects comes directly from their native country, designed in the beautiful city of Turin.
To find out more about these characteristically Italian garments, head to Fresh right now.
]]>Footwear doesn’t get much better than Eastern European military pumps made in three different colours of corduroy does it? I say this because our good friends at Fresh over in Turin have just collaborated with Novesta to make a triumphant trio of fully ‘corded up’ Star Masters in beige, navy & green. Finished off with a transparent gum sole, leather laces and a zesty orange inner sole I really do think they’ve reached plimsoll perfection here.
Buy a pair of Novesta x Fresh Corduroy Star Masters here.
]]>We mention Fresh a lot on here but it’s only through a genuine appreciation of what they do, and how they combine an open-minded, global outlook to brands with something uniquely Italian. There is no store like them.
Just a little rudimentary research shows that the location I sit in while writing this only receives around 1416 hours of sunshine a year, on average. The North West of England simply cannot compete with the North West of Italy, with Fresh’s hometown of Turin receiving 1989 hours. Given Manchester’s cultural history, 1989 somehow resonates, albeit as an actual year rather than a number of sunny hours.
Anyway, I digress. With some of our sunshine no doubt on the way, it’s a good time to point out the smart selection of short-sleeved shirts Fresh have for us. You can leave your arrows at home.
If you’re going to don a short-sleeved shirt this summer, you want to fix your eyes on the latin nations. They know the score on such matters far better than we do on our peculiar island. Some short-sleeved wearers on the British Isles run the risk of looking like an off-duty darts professional, so it’s vital we look to those who do it well. Take the Italians for example.
We mention Fresh a lot on here but it’s only through a genuine appreciation of what they do, and how they combine an open-minded, global outlook to brands with something uniquely Italian. There is no store like them.
Just a little rudimentary research shows that the location I sit in while writing this only receives around 1416 hours of sunshine a year, on average. The North West of England simply cannot compete with the North West of Italy, with Fresh’s hometown of Turin receiving 1989 hours. Given Manchester’s cultural history, 1989 somehow resonates, albeit as an actual year rather than a number of sunny hours.
Anyway, I digress. With some of our sunshine no doubt on the way, it’s a good time to point out the smart selection of short-sleeved shirts Fresh have for us. You can leave your arrows at home.you’re going to don a short-sleeved shirt this summer, you want to fix your eyes on the latin nations. They know the score on such matters far better than we do on our peculiar island. Some short-sleeved wearers on the British Isles run the risk of looking like an off-duty darts professional, so it’s vital we look to those who do it well. Take the Italians for example.
We mention Fresh a lot on here but it’s only through a genuine appreciation of what they do, and how they combine an open-minded, global outlook to brands with something uniquely Italian. There is no store like them.
Just a little rudimentary research shows that the location I sit in while writing this only receives around 1416 hours of sunshine a year, on average. The North West of England simply cannot compete with the North West of Italy, with Fresh’s hometown of Turin receiving 1989 hours. Given Manchester’s cultural history, 1989 somehow resonates, albeit as an actual year rather than a number of sunny hours.
Anyway, I digress. With some of our sunshine no doubt on the way, it’s a good time to point out the smart selection of short-sleeved shirts Fresh have for us. You can leave your arrows at home.
Edwin
Let’s start with this statement maker. I’m yet to find out why, but it appears there are drawings of Japanese people having a wash all over it. The fact I don’t know why intrigues me all the more.
See more here.
Beams Plus
Speaking of Japan, Beams Plus have always been strong in the shirt game. This tribal pattern only reinforces this rep.
Procure here.
Battenwear
Taking the concept of camo then totally ignoring the point of it, this acid-infused effort from stateside smart-arses Battenwear is exactly the kind of thing I’d wear if I lived in California, like they do.
It’s in plain sight, here.
Universal Works
Imagine that island famous for its popularisation of this time of shirt was actually just off the coast of England, rather than in the Pacific Ocean. Basically move Hawaii to the English channel, call it the Hawaiisle of Wight if you want. But whatever, this is what they wear on this fictional island.
They wear it in Turin, too, here.
Portuguese Flannel
I don’t know about you, but this looks like something Sergio Busquets would wear to a gender reveal party, and I’m here for it more than I should be. Aside from Catalunyan references, it’s a nice shirt isn’t it? Really nice.
Get yours here.
Portuguese Flannel
The sheer volume of weird and wonderful shirts available from this Iberian stalwart means it’s impossible to feature them all, but what it does mean is it gets a second selection with this magic eye picture. If you stare hard enough at it, there’s a pony playing tennis.
Get it on your back here.
Rather than try to improve on perfection, the duo have taken the same formula and reprised it, ready for summertime.
The t-shirt and sweat depict the iconic Mole Antonelliana which is best described as the Eiffel Tower if it was in Turin. With travel now less restricted than it was, the wanderlust is once again strong, and seeing a beautiful blue sky in a city with such a rich history makes me smile the type of smile the pandemic put paid to. It’s a smile that says “I’d like to go there. I’d like to go there and wear one of those t-shirts they’ve made.”
Maybe I will.
In the meantime, head to Fresh to see more.
]]>How does that actually work though? A shop in a historic city in Italy, a country that plows its own furrow when it comes to retail is massively into a brand founded in NYC, based in California and designed by a Japanese fella? Well, newsflash, borders aren’t there to be hard barriers to trade and collaboration. They give us nationality and a sense of belonging and tradition, but beyond that, they’re often the fences put up by governments to divide us. That’s silly. It’s short-sighted and regressive. A look back into history tells a thousand stories, most of which show the division we’re experiencing in the world right now is not going to end well. It’s pretty serious, almost too serious. So with that on our minds where do frivolous subjects like clothing and creativity fit into our everyday lives? Battenwear making nice clothes won’t save the world will it?
Well, bear with me here because I think they’re doing more than they realise. As long as a website in England is writing about a brand from the U.S being stocked in an Italian retailer, we have another thing to unite us. Battenwear SS22 is what we all have in common and the more we concentrate on what unites us rather than divides us, maybe our lives will start to be dominated by smiles rather than frowns.
Sorry for the serious tone. I could have referred to the clothing as the ideal outfit to wear to a resurrection party, or Easter Egg Hunt Dad Chic. But you know Battenwear by now. I don’t need irreverence or even serious words to get you into it. And that above everything else shows it’s a brand you should appreciate.
Available now at Fresh.
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We might no longer be official mates with Europe, but our appreciation for their output in the fashion stakes remains unblemished. The latest example of this is fancy French brand Lacoste, doing their thing in a way only they seem able to. Much like our own Fred Perry, Lacoste was formed by a sportsman with an eye on being nicely turned out.
I’d usually be quite keen to point out brands should stay in their lane and focus on the items they’re most famous for. We’ve all seen enough Ben Sherman shoes to realise they should stick to shirts of a certain type, and nothing else. The same can’t be said for Lacoste however. Like Ralph Lauren, they do a fantastic job of cotton pique garments with nice collars on them, but that’s the hero product for a brand that represents so much more.
Italians are known for their sense of style, but our friends at Fresh take a wider, more worldly view on this. Sure, they stock Italian brands but their brand mix takes in more than just those native to The Boot.
That’s why Lacoste fits in. Their latest drop encompasses all the things we’ve come to expect from a brand that continues to tastefully reinvent itself, season on season, never severing its link back to its roots, but never making that their entire raison d’être either.
This t-shirt boasts a typically unique message, seemingly pointed at the many brands who have tried to ape their style. Anything with more than a couple of fonts is usually off-putting but this weird ransom note aesthetic actually works.
I look forward to getting my passport out and reacquainting myself with the mainland Europe soon enough. The colour of the passport may have changed but our appreciation of those countries we used to call cousins definitely hasn’t.
Check out all Lacoste at Fresh here.
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