“I Shall Proceed and Continue” goes the iconic Roots lyric which serves a secondary role as the motto for Hawaiian clothiers In4mation. This line speaks volumes to the two main facets of In4mation’s mission – producing clothes as inspiring and relevant to the streets as the Philly hip-hop pioneers to whom they pay tribute, all the while moving constantly forward to create pieces that will still appear fresh in years to come.
Formed by four partners in 2002, with a business model they confess was partially inspired by 1980s cartoon classic, Voltron, the company’s own roots are entrenched in the values of action sports wear, with skate fashions and urban lifestyle informing their tastes and catering directly to the youth market – which remains active and casual, yet deeply fashion-conscious.
With their physical store space still located in Honolulu, In4mation continue to push the boundaries of streetwear whilst remaining tasteful and laid back.
For their latest lookbook, In4mation have taken to the roads, beaches and forests of Hawai’i in order to showcase their new products in the outdoor, athletic environments they were designed for. With scenes of campsite gatherings, road trips and skate excursions In4mation’s SS13 lookbook presents the relaxed vibes that were to be expected and reaffirms its position as the smart choice for the bold and youthful.
Graphic motifs include the company slogan, crossbones and the word “Hooligans”, all emblazoned on an excellent selection of hoodies, tees and caps. Paired smartly with polarized Ray-Ban rare print Wayfarers and styled largely in a loose fit, the collection is designed to be worn every day, whether that entails engaging in action sports or gathering by the bonfire with friends in the increasingly warm spring/summer.
Expect the In4mation SS13 collection to go on sale in selected retailers and in their online store in the coming months.