The Hoodie is Back this Season!
A trend spotted internationally and slowly being seen here in SA is the comeback of BRAND ICONOGRAPHY. The ’90’s shirts that you grew up in back in the day are now better than ever.The 1990’s logo centric is going to invade high fashion and we want to be part of it.
It’s difficult to think of any one item of clothing that has had quite as colourful a history as the humble hoodie.
Over the past century, this sportswear staple has gone from playing field to runway, stopping off at every conceivable urban subculture along the way. It’s been name-checked by prime ministers, designers and screeching Daily Mail editorials, and has even been banned in some parts of the western world for brief periods of time, all thanks to its street associations.
Today, the hoodie is enjoying a golden era of acceptance. Just as with Elvis, denim jeans, electronic music and all other aspects of youth culture that initially made grown-ups nervous, everyone has now calmed down and said a collective, “You know what? Maybe a sweatshirt with a hood on the back isn’t inherently evil after all.”
About time too, because the hoodie truly is a wonder garment. It’s functional, comfortable and stylish in equal measures. And now, thanks to fashion’s ongoing steamy love affair with streetwear, it’s also bang on trend.
“The hoodie epitomises streetwear,” says fashion designer Gordon Richardson, former creative director of Topman. “What began as a trend in the 1990s has developed into a global phenomenon because of its versatility and comfort.”
There aren’t many items of menswear that work for a hungover afternoon of Netflix, streetwear stunting, a hobble back home from the gym and an athleisure-ly stroll around the city. But the hoodie has you covered for all of them, and even smarter outfits, too.
“As the hoodie has become a wardrobe staple, big brands are listening to their market. Guys aren’t afraid to splash the cash on designer sportswear now, and mixing track tops or joggers with tailoring has become a trend in recent years,” says Richardson.
Image: Savage Apparel x Fruit of the Loom SA