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Despite the plethora of street brands that have successfully transitioned from strictly “street” aesthetics to a more mature segment within the greater “menswear” sphere, almost none of those labels have developed in such a way as to produce a collection that is strong enough for a contemporary runway presentation. One of the frontrunners of the Japanese streetwear scene, Takeshi Osumi’s label PHENOMENON has been decidedly aberrant over the past few seasons as Osumi’s vision has positioned the brand’s direction in stark contrast to his Harajuku contemporaries. By breaking the mold of conventional streetwear attire, PHENOMENON has begun to pave the largely uncharted two-way road by which street influences runway and the runway becomes the new street.

For its recent Spring/Summer 2013 presentation, PHENOMENON continues its brave new world with a collection that blends aesthetics ranging from hippie tie-dyes to schoolboy couture, offbeat suiting with vintage floral motifs, and traditional military-inspired pieces alongside futuristic, wide-neck tops. Not straying far from the designer’s affinity for all-over-print patterns with floral displays strewn throughout, the collection also builds its foundations upon color blocking, traditional denim and neutral-colored trench options. Stay tuned for more from the forthcoming range, while the current Fall/Winter 2012 collection is available through our online store.


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