It is the style with no definitive name and but is as influential as it’s undocumented. It consists primarily of logoed sportswear and designer casualwear, as well as logoed field-fresh trainers, with a light smattering of gold jewellery. Did we mention logos? They’re fairly necessary to this look.
“Casual” has, for the past 30 years, been the aspirational uniform of the suburbs, the terraces and the council property, and is at present enjoying a newfound fashionability after years of being derided as “chav” – style’s dreaded c-word. The most recent iteration of this look has been called “Nu Lad” by trend forecasters. Yuk. Their London counterparts Palace, makes common reference to informal fashion in both its prints and emblem-emblazoned cagoule anoraks. Each labels are in style with skaters, rappers and grime MCs.
Rafferty Law (son of Jude) and Rocco Ritchie (son of Madonna and Man), both appear to gown like soccer hardmen circa 1990. Even Brooklyn Beckham has gone mildly roadman. In the meantime, Wavey Garms is the web site the place fans commerce vintage sports activities and designer clothes, including terrace favourites similar to Stone Island, to a new technology of fans. Drake has an ongoing love affair with all issues European and soccer (he even has a gold-and-diamond chain of the Stone Island logo), and is about to open OVO in London’s Soho.
– Stop calling it a selfie, it’s a stance
Cease calling it a selfie, it’s a stance
Ok, you call it “posing”, I call it my #EspressoStance. Basically, it is a weaponised selfie. This was trend as bloodsport and, as such, “casual” never entered the menswear lexicon in the identical approach as teddy boy, mod or punk, though more males costume in a casual way than all of these type tribes.
There are comparable fashion movements in Italy, France and Russia. Young men dress like this throughout Europe. The Parisian take on this look is best seen within the film La Haine(1995). In Italy, label-loving soccer followers called themselves paninaro, which the Pet Store Boys subsequently made a tune about.
Informal style has never been so explicitly “fashionable” – so why now? “It is a part of the athleisure phenomenon: sportswear has develop into more related,” says Steve Sanderson, founder and director of Oi Polloi. “However it will get actually fascinating when it crosses over into skate and hip hop tradition. Whereas before it was white and dealing class and didn’t have music connected to it, in London, those labels have turn into carefully related to grime. It feels recent and related once more.” Whatever you do, just don’t say the c-word.