The idea of clothing has undergone a tremendous change with the pandemic. Brands are designing new ways to interact with their customers, form new collaborations and bring new products to the market. This article provides a list of brands that have stayed ahead in the competition so far.
Joe Freshgoods
Joe Freshgoods collaborated in early 2020 with New Balance 992 and with Converse, the shoe company. The brand instead of launching new and innovative products every week makes only a calculated move. A two-part drop with 7-Eleven was the first project in 2021 that came only in May. He launched a set of clothing including T-shirts, socks and track pants. The products show the importance of story-telling and authenticity. His second project 990v3 is set to be launched in July. He is to deliver a travelling dinner part series with 1800 Tequila soon.
Rhude
Rhuigi Villaseñor, the creative director and founder of Rhude, had announced a partnership with a sports car company, McLaren and launched a set of products like knits, leather jackets and sweatsuits with the McLaren logo in the Fall of 2021. He is also trying to refine his women’s collections. Atlanta rapper, Future is to join hands with Villaseñor in launching his next collection. In collaboration with NBA, he is all set to enter into designing outerwears also.
Stüssy
Stüssy designs streetwear and have remained an important brand in this area for almost 40 years. It had brought in a modern version of the eye jacket style from the 1990s through its collection of Oakley shades in April. In collaboration with Sweden’s Our Legacy, it brought out a collection with workwear like padded overshirts, a pair of tan suede work boots and straight-legged canvas pants. Stüssy’s strongest and long-lasting collaboration was with Nike. Nike had partnered with Stüssy to bring a recycled nylon puffer hoodie and pants in a unique green colour. The collaboration is active again as Nike is planning to relaunch its trademark Huarache for the first time.
Stüssy’s seasonal collection like core logo hoodies and T-shirts are also trending and high on demand. Its products are long-lasting and provide you with perfect clothing all through the year.
Aimé Leon Dore
Each season Aimé Leon Dore redefines its streetwear and menswear. Its product includes cardigans, penny loafers, painter’s pants and fleece zip-up along with graphic T-shirt, nylon shorts, sweatsuit that are minimally branded. It has decided to expand its existing relationship apart from its new collaborations. It has launched the second part of its work with Porsche with vintage 911SC. ALD is focused on cultivating a community that is dedicated and gives importance to the experience.
Fear of God
Jerry Lorenzo’s Fear of God (FOG) came to the market with tattered flannels and slim denim with zippers at the ankles. In 2020 it had launched a collection in Italian fashion with Ermenegildo Zegna. The brand has continued to launch timeless products like classic Americana denim and tailored suiting handmade in Italy. It had also launched a series of sweatshirts with the logo of official Negro leagues. The fact that FOG comes in almost every colour makes it an inevitable part of any closet.
Denim Tears
Tremaine Emory, who has good experience in the brand market, has partnered with Levi’s in April. It also collaborated with Our Legacy to bring out a popular cotton wreath motif, a symbol representing the oppression of African Americans. Denim Tears is one of the major brands because it uses clothing as a vehicle of change.
Union Los Angeles
It is celebrating its 30th anniversary with its branded items like selvedge denim jeans, boxy heavyweight fleece hoodies and jersey T-shirts. It has released collaborations with brands like Awake New York, Noah and Born x Raised to celebrate its 30th anniversary. With Noah, it started the project’ Truth Dare Dream’ reimagining Beethoven, Shakespeare and Alexander Dumas as Black. There are more collaborations yet to be revealed.
Nike
Nike had been launching new apparels with sneaker combinations along with bringing back classic items. Its ongoing collaborations with Cactus Plant Flea Market with its Go Flea’ collection was very successful. Nike’s influence in the sneaker market cannot be ignored. It has come forward with notable collaborations and like the one with Chicago’s Notre.
Louis Vuitton
‘Ebonics’ its fall collection was launched through filmed performance that was based on James Baldwin’s ‘Stranger in the Village’. Its collection came with Abloh’s custom-designed three-dimensional puffer jacket resembling the New York City skyline and normcore pieces like elevated bathrobes, denim jackets and oversized trench coats. Abloh continues to mark himself as a prominent Black voice in the industry by defining the look of luxury through his work.
Supreme
The streetwear brand has come out with its new South 2 West 8 collaboration, Emilio Pucci collaboration along with its North Face collab and Nike shoe. The brand has always been able to surprise its customers and is still one of the most important ones.
Bottega Veneta
BV has come out with new accessories like the Cassette bag and Lido mules along with its Chunky puddle and Tire boots. The brand revealed to its customers that each product is perceived by people differently through the recent release of its digital magazine. The brand showed that though it is selling luxury items these items can be worn by different people and interpreted differently.
Telfar
Best known for its shopping bag, the brand also produces unisex costumes. It has collaborated with Converse and White Castle in the apparels area. The shopping bags produced by Telfar are still in demand and sells each week. The users are allowed to pre-book the bags they wish to buy and it comes now in a range of new colours.
Kith
One of the dominant brands in streetwear, Kith is celebrating its 10th anniversary this year. The brand launched a set of apparels and accessories with the logo of The Simpsons. It has also made its presence seen in the footwear industry recently.
Chrome Hearts
Since 80’s Chrome Hearts have been a prominent brand. Its products range from cross patch jeans to hoodies and T-shirts. It has catered to some of the major rockstars like Rolling Stones, Guns N Roses and has also collaborated with superstar model Bella Hadid. The brand has begun experimenting with e-commerce to maintain its position as one of the major brands in the industry.