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25 April 2019The premium streetwear output of a new America.
When it comes to clothing, one of the most notable consequences of a dot-com generation has been the curtain-call on the halcyon days of iconic American sportswear.
With hyperconnectivity paving the way for an international melting pot of converging cultural aesthetics, and the discovery of niche Korean sportswear brands becoming as simple as the click of an eye-catching hashtag, the future of brands that emerged in the days of traditional marketing quickly came up for debate.
Quick to adapt to the brave new world, household names such as Tommy Hilfiger and Ralph Lauren opted to cement their identities as relics of an all-American look from days gone by; by expertly imbuing their output with a heavy dose of 90s and 00s nostalgia, these iconic names future-proofed their relevance by fostering a fondness for analogue among a generation of digital natives. You only need glance at Polo Ralph Lauren's 1992 Stadium collection re-issue, or Tommy Jeans' 4.0 capsule from this year to understand that the continued success of these heritage American labels is exactly that: heritage.
But what does that mean for contemporary American sportswear? If the girl/boy next door dressed by Tommy and Ralph are all grown up, who is dressing the style-savvy American youth of 2017? The answer is John Elliott.
The outfitter to a new generation, John Elliott's clean and succinct exploration of classic American sportswear captures an underserved portion of the millennial market with understanding and ease. A consumer driven by quality over quantity, and looking for brands with values in line with their own, John Elliott responds with expert craftsmanship, quality fabrics, and a new-wave subtly that lets the quality and finish do the talking, rather than ostentatious branding.
Equipped with all the ingredients of an all-American sportswear brand with real longevity, John Elliott is the premium streetwear output of a new America.
John Elliott AW17 is now available at END.
