A new blue energy has shaken up the last New York Fashion week. The LA-based brand for denim 69 (read “sixty nine”) made quite an impression, with models wearing fringed denim masks!
Oversize capes, fringed coats, high waisted pleated trousers, the new collection shows how denim works for everyone. Meet the goofy, unique, creative and futuristic brand.
For a mysterious reason, the designer of 69 wishes to remain anonymous and wants his brand to be referred as ‘them’.
His motto? Clothes should be fun and suit everybody, no matter the age, the gender or the origin. That’s probably why the models were dancing, jumping and messing around at the brand’s fall 2016 presentation (some could even say the performance looked like contemporary art).
For the designer, the blue masks (which served as wigs too, and weirdly, look like mops) were supposed to attract the eye on the clothes only and erase the differences. And it does work pretty well, right?
But why oversize, denim clothes? According to him, denim can be worn everyday and in every situation and is a durable material, and clothes should be large enough to suit everybody.
He defines the brand as a lifestyle rather than a fashion label, because comfort and practicality come first when designing a new line.
The brand simply brings a new kind of energy and spirit. We can’t wait to see what the next collection will look like!
So, who would like to adopt a total denim look for everyday?
Have a look at 69’s website and its amazing gifs
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