For those of us who reside in the UK, we are now (believe it or not) in the back end of winter, with spring officially starting on March 20th. However, as we all know, the fashion world is stays several seasons ahead of the temperamental British weather and therefore any educated dresser should now be scouting through spring/summer collections to calculate his looks for the coming season.
With this in mind, new streetwear brand KNOWN have recently released their debut SS13 lookbook, which showcases their collection of minimalist graphic designs across a range of t-shirts, sweatshirts and snapbacks – thereby providing the ideal opportunity to expand your casual wear collection for the summer months.
The collection celebrates consistently simple looks that help to create effortless street style. This characteristic is complemented by the brand’s somewhat philosophical approach to it’s designs – using quotes from famous musicians such as Public Enemy, De La Soul and Digable Planets who introduce the lookbook with the quote: “From the ghetto-dwellin’ youth to the bourgies in the burbs… It’s Good To Be Here!”
The t-shirts and sweats often use tongue-in-cheek images to complement the unique quotes such as the ace of clubs skull and crossbones, the worldwide globe and the top hat bird design. This mixture of lyric quotes and graphics gives the collection a unique twist and sets the label aside from other independent brands.
The face of the lookbook is British rap and grime artist Edward Scissortongue, from the underground label High Focus. Sporting an on trend beard, Scissortongue successfully pulls off the brand’s proud yet laid back approach with in your face poses, often offset with a KNOWN snapback.
KNOWN are a great example of how lesser ‘known’ emerging brands (if you will pardon the pun) can positively contribute to the fashion world by using interesting concepts and designs. Whilst the simplistic graphics keep your street style looking clean and fresh, their prophetic quotes bring significant meaning to the garment your wearing and add a new dimension to your spring/summer looks.
You can shop the collection here.