April77 2010 Spring/Summer "Youthful Abandon" Collection

April77’s 2010 spring/summer collection takes the music-inspired brand down a road of past

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April77’s 2010 spring/summer collection takes the music-inspired brand down a road of past American subcultures. Within it comes several sub-themes including “references to Native American patterns, cowboys shirts and preppy style” which offer an interesting aesthetic as they come together to form a cohesive collection. In addition, the production takes on a more ecologically friendly approach for this season as the line boasts a cruelty-free label.

The action takes place in the USA, somewhere between Portland, Seattle and New York. We’re in the late 80’s, classic rock is falling and the alternative music scene is rising : welcome to noise, hardcore, grunge and shoegazing.

The fashion has became anti-fashion. Generation X screams its motto “It’s cool to be not cool”.

The androgynous and unkempt appearance, minimalist styles and contradictory trends : this is the DNA of Youthful Abandon.

The classic open end denim that’s thicker, darker and coarser than ring-spun denim reflects the second hand mood of the collection.

The vintage influence, as well as the strong Americana spirit -with references to Native American patterns, cowboys shirts and preppy style- gives
Youthful Abandon an authentic story to tell.

Take a sit in our time-travel machine and discover the 69’ Skinhead Spirit translated into camo prints jeans, trench coats and our famous Manchester polo shirt.

Breathe ! Spring/Summer 2010 will be outdoor with clothing only made of natural fabrics – fishing and hunting pockets details, oiled cotton jacket, flannel shirts and chino pants – emphasizing the strong involvement of APRIL77© to be a cruelty-free label.

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