Surf Liquor SS14 Collection
The route that Jonathan Cosserat took to found his own fashion label, Surf Liquor, is reminiscent of a Jack Kerouac novel. Whilst travelling the US surfing and skating, Jon wound up in California with little money, leaving him to work in a beat up old liquor store – which provided the inspiration and origin of the brand’s name.
Cosserat’s stylistic influences are drawn from the relaxed West coast culture of the 1970s. The era saw the effects of the 1960s hippie counter culture, drugs and free love all combine to produce a unique society of serene chaos, all of which revolved around California.
The brand’s SS14 lookbook has been shot with a Polaroid effect, emphasising the vintage aesthetic of the collection. Moreover, the slightly oversized silhouettes and specially designed washes give the garments a uniquely soft feel, thereby capitalising on the labels nonchalant, carefree ethos.
The individual designs of the spring/summer collection vary between basic pocket tees to strange psychedelic face graphics covering the chest of a t-shirt. Hoodies and shirts are also featured among the season preview, although both are worn in a relaxed, almost aloof way – again reinforcing the brand’s laid-back approach.
An interesting fade wash has been used on the sweatshirts and hoodies within the range. Such a dye technique has created a gradient effect and hints towards the recent tie-dye/dip-dye trend, albeit in a much more subtle and understated way.
One unique addition to the SS14 collection is the Surf Liquor custom-made ‘Cruiser’ deck skateboard with decorated underside. Such penny-style boards were introduced in the 1970s and provide its user with a free and easy mode of transport.
You can shop the collection at thesurfliquor.com.