In 2016, logomania came to dominate the catwalks; and as streetwear inspired looks continue to dominate the world of ready-to-wear, it’s a trend set to prevail right through 2017. From a clear reinvention of 1990s sportswear icons, to Bernie Sanders inspired branding, the logo has come back and has come to stay. Bang on trend, concept store Alchemist has teamed up with fashion and lifestyle brand Drifter for a Spring/Summer 2017 collection titled Vitamin D. A playful subversion of the iconic Champion logo, Vitamin D captures all the wealth of heritage that sportswear now harbours.
Vitamin D is emblazoned on the baseball caps, sweatshirts and hoodies which make up the unisex collection; a reference to Drifter’s sunny L.A. origins. Oversized sweats take cues from the street style grunge that asserted itself on the runway. Informal and innovative silhouettes characterise the pieces, paving the way for an inventive spin on classic athletic wear. The capsule collection combines comfort with effortless fashion for that unpolished street aesthetic. With its tongue-in-cheek humour, the capsule collection has garnered global attention – encompassing the millions that span the gap between the collection’s key fans – namely Kylie and Kendall Jenner.