"AAAAAARGH! But why did I take the highway exit towards this red and green color block sweater?! Where is my toll ticket to get reimbursed???"
We know. But in the end, we see the light at the end of the tunnel and we even say to ourselves that it was cool to travel. So let's go again!
Our advice will always be there to guide you, but today we have something better: a turnkey itinerary. A single road, without detours.
All you have to do is press the pedal and make the engine roar!
Arrival at destination scheduled for this Saturday, March 12 at 11 a.m. on our e-shop and in our stores.
In your suitcase, we put clothes that easily take the style meter up a notch. For example, we put...
THE AMERICAN DREAM ON YOUR SHOULDERS
Knitted in organic cotton jersey
Have we ever told you about our obsession with old American hoodies? No ? So let's refresh your memory!
These are those old thick hoodies (and sweatshirts) that you can still find in some thrift stores. They have a personality of their own that exudes campus America and sportswear in its old school version.
To make you experience this imagination that puts stars in our eyes, we have taken the details from yesteryear which make up their famous personality:
These are flatlock seams. Today, we don't just wear them because they're cool. Yesterday, they avoided friction inside during exercise by athletes.
For these dense and compact ribs that hold up well, it's the same: an old-fashioned recipe.
As for the fleece, it will keep a good hold on you too, without becoming loose all over. For what ? Because it is also thick and dense. No doubt the reason why old American hoodies have survived the years.
To reinforce the vintage side, we made another nod to their sportswear ancestor: flat cords without ends.
THEY’RE ORGANIC, HELL!
And things are done well because they are GOTS certified. This means that several criteria are verified through audit and over several processing stages: respect for the environment, traceability of raw materials, consumer health, salary levels, regularity of employment, etc.
All this, we offer it to you in two new colors.
Good news: men still wear far too little pink. Which means it’s a great color to make you stand out! As long as you choose the right shade.
Yes, there is the secret that gives rise to this kind of compliment:
"Ah, this sweatshirt is not bad! I don't usually dare to wear pink, but it looks really good on you!"
For us, the right shade is a subtle pastel pink which, as it is very light , blends easily with other colors.
Actually no. We can do even better!
A pastel pink, subtle... and faded! As if years of wearing and washing had already given it character, lightening it at the edges of the pockets and on the ribbed edges.
Don't worry, it's still new. But you can act as if you were born with it. We owe these special effects to two stages of special effects during production:
- We dyed the sweatshirt once assembled (and not the threads or the fabric before assembly) so that the dye permeates less in certain places. It's called Garment dyed .
- We washed everything to get these varied shades of wash, where the dye clung less.
THE ECRU THAT FOLLOWS YOU EVERYWHERE
There are some wardrobe basics that make you wonder:
“Um, how did I do without it before?”
The ecru hoodie is one of them. We even think that it is the second most essential color after the classic gray hoodie.
For what ?
Because it goes with almost all the colors in your wardrobe and, therefore, it allows you to wear stronger shades like:
- a pink cap,
- a green cargo ship,
- burgundy chinos,
- bleach-colored denim joggers .
Non-exhaustive list. Any resemblance between this last example and the next piece presented is purely coincidental.
WELCOME TO OUR ALTERNATIVE REALITY
The one where the greatest denim legend was born in 2022
How can we talk about clothes and America without mentioning the legendary faded straight jeans?
No idea. All we know is that we've had a crush on him since Friends and Beverly Hills . A few outfits from Brad Pitt, Keanu Reaves and Will Smith in the 90s also had something to do with it.
So, question 2: how to liven up your outfit with a modern version of this legend?
For that, we have the answer: make them into joggers !
Because it has everything we expect from a piece of clothing these days...
We want to make our outfit more interesting by playing with volumes. The carrot cut, loose at the thighs then tightened at the bottom, is there for that.
We want to be as comfortable as jogging, whether we are standing, sitting or balancing on an electric scooter. For this, the elasticated belt adapts to your size, the cut leaves room for your thighs and the canvas is washed, therefore supple and soft.
We want our card holder to be safe, in one of our buttoned back pockets for example.
And if you have all that AND something crazy, you become the most stylish guy in the entire Californian desert. Easily !
Yes, yes, we assure you! Cacti don't stand a chance. Because we...
WE HAVE NEVER SEEN SUCH A DROP OF DENIM
This denim with a faded look... is not faded! Because this unique blue actually comes from recycling.
Here's how it happens:
- Kurabo, our Japanese weaver, collects denim scraps of all shades of indigo, from the cutting stages in different factories
- Instead of throwing them away, he crushes and frays them to make new threads in Japan 🇯🇵
- He weaves them with virgin cotton threads, always in Japan.
Together, all these colors of fabric scraps and virgin threads give this sky blue that we have not encountered anywhere else.
And as if that wasn't enough, this process reveals small, very discreet navy blue fibers that dot the canvas 😍
That's the magic of Japanese materials: they require expensive expertise, but they always have those little extra rough edges that give them an inimitable charm!
AND IT'S SOLID!
Kurabo limits the proportion of recycled cotton to 30%. This way, the virgin fibers (which are longer) hold everything together well 💪
🚨 ALERT 🚨
CALIFORNIA SANDSTORM RIGHT AHEAD!
A new lease of life in your jeans drawer
Have you tried blue, gray and white jeans? That’s good, us too!
Fortunately, there is no shortage of ways to go further with denim. You can :
- Stand out with a changing shape and canvas. This is what we sought to do with our denim joggers
- Switch to sand color! But not just any.
Because the most important thing when we play color, what is it?
Find the right shade! So ! We knew you were following.
Wearing jeans in a unique color isn't enough. It must be beautiful, the color must be just right and there must be nuance to delight the eye.
🇮🇹 We found all this at our Italian weaver Candiani:
Do you see the areas a little lighter than the others? This is what we're talking about 👀
We were even more happy with this find when we learned that it was also made from GOTS organic cotton !
On the other hand, this painting comes with news that will not please everyone.
YOUR JOGGER WILL BE UNEMPLOYED SOON
Sorry about him but we want you to want to wear these jeans all the time:
- We made it soft and supple so that it is welcoming from your first wear. Thanks for washing
- We've made sure that you can move around comfortably in it, by adding 2% elastane (and it's a recycled yarn!)
- We give you room on your thighs with our straight cut, loose at the thighs then slightly tightened at the bottom (so a little wider than our carrot cut)
If you come across a coyote in the desert, you can sprint to your car with no problem. But for that, you also need a good pair of sneakers.
BAND OF JEALOUS, GO!
You have won: they come back just for you 😉
Ok. We understand you. We too were happy with the first sneakers in our women's collection.
After receiving your requests by message and in our stores, we said to ourselves that there were enough of you for us to develop a series for men!
Because we think that these sneakers also meet a real need in men's wardrobe: that of having a cool pair, with a statement design AND super easy to wear.
We think that the neutrality of white and clean lines fulfill this mission quite well. They make them a safe bet, the kind of pair you grab and put on in two seconds to go out the door. Which you choose without any hassle because you know that it will go with the rest and that at the same time, it will make your outfit interesting.
And if in addition, these sneakers become cushions for your feet that last you for years, then it's a win for you (and for us)!
That's it for the presentations. All we have to do is visit our e-shop to get your hands on the collection!
