NAMESAKE SS24 Explores the Concept Of Time Through Basketball References

Featuring hourglass-shaped menswear and a collaboration with NYC artist Aris Azarmsa.

Fashion
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Multinational label NAMESAKE has strong roots in Japan and Los Angeles, merging the identity of both cities through cultural menswear representing its founders’ unique upbringings. Steve, Michael, and Richard Hsieh aim to deliver a reimagined wardrobe for modern city-goers and basketball enthusiasts alike.

The 2023 LVMH Prize semi-finalists presented their Spring/Summer 2024 collection at Paris Fashion Week, exploring the concept of time through a technical lens. NAMESAKE’s latest offering depicts time in new forms, away from standard numerical practices. The first look from the “TIMEZONE” collection consisted of a formal shirt and basketball jersey mash-up, knee-length tailored shorts, and a digital basketball-printed necktie. The latter portrays “a metaphorical marker of time and maturation,” colliding with futuristic suiting for the year 3000.

NAMESAKE collaborated with NYC artist Aris Azarmsa to produce original LeBron James draft day artworks. He stands proudly on shimmering basketball jerseys, painted tees, mesh shirting, and bomber jackets, studying memories to be honored. Finally, the brand debuts woven varsity jackets and trousers slung low, designed in an hourglass shape that exhibits time as an eternal character.

Take a look at NAMESAKE SS24 in the gallery above, and find more Paris Fashion Week SS24 content on Hypebeast.

In other fashion news, evil scientists and experimental dolphins came alive at Doublet SS24.

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