COLLECTION NAME: THE GRIND
BRAND: PURE BARKIN
TARGET MARKET: YOUNG PROFESSIONAL MALES, AGED 25-35
CONTEXT: PURE BARKIN’S The Grind collection takes inspiration from WGSN’s “Reactivated Formal” trend - A smarter wardrobe contrasting with bold graphics and loud use of colour. This collection draws ideas and theme from a concept of reinventing traditional men’s formalwear into something bright and bold for the modern, creative man whilst keeping to traditional silhouettes and craft. During this project we observed a member of our target market, Stephen, a 29-year-old game developer by day and DJ by night. Stephen needs a wardrobe suitable for his day job which also reflects who he is at night. Stephen represents Pure Barkin’s target market, a young professional male with a creative flair. THE GRIND COLLECTION blurs the lines between dressing for work and dressing creatively.
This menswear collection references Stephen’s interests, which are also shared interests of PURE BARKIN shoppers:- Rave culture, colour, Scottish humour, and typography. Whilst in keeping with forecasted trends from WGSN :- Cut out photo, Pop Life, Rave Luxe and Digital Blur.
AIMS: -Exploit photography and digital print techniques to create an illustrative, mixed media collection of menswear prints with a strong and eccentric narrative.-Design bold and graphic prints which push the market whilst answering to key, upcoming menswear trends.-Blend traditional inspirations and techniques with modern themes to provide a bright and loud collection with a luxury feel.
INFLUENCE: THE GRIND sits well with catwalk shows such as MSGM SS20 and AW19, CoachSS16, Walter Van Beirendonck AW19, Kenzo AW19 and Versace AW19. Aswell as the highend market, PURE BARKIN takes influence from street wear brands such as Collusion, OBEY and Vans.
MARKET: PURE BARKIN will sit in-between high end and high street, a middle market which is accessible to young professionals. PURE BARKIN’S ‘THE GRIND’ will sit between high street brands Vans, Collusion and OBEY and high end brands such as MSGM and Walter Van Beirendonk.
FINAL OUTCOME: - A range of psychedelic, graphic prints for a Monday-Friday wardrobe(Coats, suits, sweatshirts, shirts and face masks) for men’s AW/21. These prints will be on a range of traditional menswear fabrics such as velvet for smoking jackets and cotton for shirts, but also combined with a modern twist of fleece, silk and chenille.