Every year, twice a year, fashion brands present their new outtake at the Fashion Factory in Amsterdam. This year a new floor plan made sure every brand could present itself in the best way possible. Well fitted stands, clean areas and a tasteful design to signify the different parts and subjects.
Chapter is the newest platform, dedicated to menswear and to highlight luxury-, casual- and sartorial wear. Besides Chapter, also Blueprint was more or less dedicated to menswear.
Walking around, most brands presented their newest fashion in the same way, the same atmosphere as others. It all had a raw, unfinished and warehouse feel to it. But a few sprung out. Tigha, not necessarily a fashion brand exclusive for men, was a welcome change to all the different `warehouses´ we were surrounded by. It had a slight Spitalfields feel to it. All in black or dark colours, soft t-shirts, leather and jersey, but with great snit and a different design. ´Chapter´ is a good initiative. It gives people the chance to see quality as a need and takes away the snobbism that sometimes goes hand in hand with tailored pieces. It also shows us that men’s fashion needs an upgrade. Not more of the same. Well tailored and fitted items should be in every men’s closet as a basis.
Blueprint was, of all the areas, the one with the most innovative products. But also in de denim branch, there is an overall feel to it. Maybe it was the way brands represented themselves; denim, men with beards, tattoos and a fifties hairstyle, that took a little shine away from the products. But still, the most inspiring part of the Fashion Factory. Kings of Indigo (K.O.I.) x open design centrum had a small well designed stand with loads of fun extra’s (like milk bottles) that showed some humor. Their new line also had this slight humorous detail to it and was therefore fun to watch. Their open design centrum showed the denim lovers a lot of inspiring new designs and textile application methods. Good Genes represented themselves as a new denim brand that has that extra. They came with witty slogans but very good jeans. The only remark, if you are that keen on showing how manly you are, do not design a motor bag that is so well fitted it touches the wheals of the motorbike you should drive.