If you're on the Internet as much as us, you've surely seen a lot of SS10 runway show images over the last week, that is unless you only visit h(y)r collective. It's not really that I've made a point of not showing runway images or SS10 previews, but there just hasn't been a whole lot that I'm excited for being walked around in New York this season. The collections for SS10 that I am really excited about come from Nigel Cabourn, Woolrich Woolen Mills and Band of Outsiders, at least they do more subdued presentations. This might not sound surprising, but as I read/hear more and more people saying they are tired of the outdoorsy Americana inspired collections and brands popping up, I have to wonder what those folks are looking to next. Can somebody jump on EG one season, get tired of the "trend" and move onto plastic pants from the runway? As we are now very much apart of the 'fashion' world, attending trade shows, interviewing and writing every day about products, it's interesting to see who is just looking ahead to see what's next and who is actually just settling into what they really care about and love. When I asked Daiki Suzuki about his thoughts on the current trend in American sportswear, he noted that it would ideally become more of a lifestyle aesthetic and way of living as it has in Japan. While I feel that is likely the category I would like to fall into, I have doubts that sort of market and consumer base/culture is really strong enough in North America. So as we push on and make plans for the future, without attending SS10 fashion shows, I am quite sure we will continue to talk about and focus on the things we actually care about and are interested in. Not for the sake of traffic and certainly not for the sake of making money, but because we wouldn't want to be doing anything else.
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