New York based label Rocawear have unveiled their new European SS13 collection lookbook, with a very interesting face fronting the campaign.
Once synonymous with urban/hip hop style, the brand has undergone a transformation to reposition itself for 2013. The latest spring/summer collection sees heavily tattooed Rick Genest, aka Zombie Boy, as the face of the brand, which features denim and casuals at the forefront. The pop culture ‘IT boy’ has been both a GAGA video star and Mugler muse in the past few years, so his involvement with the campaign will certainly draw attention.
The lookbook was shot by Dominic Aleandri, with styling courtesy of Daniel Higgins, against the London backdrop of Shoreditch bar Nightjar and Camden institution barfly.
The collection features an array of on trend influences whilst still respecting the brand’s New York urban street style roots. We see slimmer silhouettes, with denim paired with graphic tees, vest tops, hoodies, sneakers and varsity jackets. All follow the concrete jungle themed aesthetic and together combine to produce much more wearable pieces and looks.
There is a move away from the oversized and logo-heavy pieces of the past, with more subtle branding and prints hoping to entice a new clientele to the brand.
Highlights from the new collection include the monochrome track jacket paired with the indigo slim legged jeans and, of course, the signature snapback.
While the pairing of Zombie boy and Rocawear may seem odd, the collection showcases a much more grown up aesthetic that has still been inspired by the streets. Altogether, there is less of a costume feel and more of a focus on both wearable and on trend pieces that are versatile enough to be incorporated within your current wardrobe.
Check out the look book below to view the range.