HUF SUMMER 2018

HUF SUMMER 2018

 

We are excited to present the Last Resort collection from HUF for Summer 2018, an exploration into the spirit of road trip tradition and uncharted locales along the Great American Highway. Looking to the surreal visual landscape evoked by marginal roadside attractions, the collection celebrates the American vernacular through a counter-culture lens, where it's all about the journey, not the destination.

Taking chromatic cues from cheap motels and highway bars with neon signs, the collection boasts abright and energetic colour palette juxtaposed against subduedsun-bleached tones of dusty roads and deserted beaches. Graphic artwork influenced by thoroughfare ephemera encountered in souvenirshopsseedy resort logoshand-painted sign typographytourist tees and vintage van art are reinterpreted though puff prints, high-density inks and GITD screens, establishing a network of roadside snapshots across the collection.

Experimentation with washes and tie-dyes through asymmetrical, striped and horizontal dip dye treatments push boundaries, while traditional aloha and floral-style prints are given a disruptive twist. Modern-cut silhouettes and innovative fabrications feature high-quality embroidery and appliqué techniques that take unconventional turns across premium materials.

Through HUF's progressive vision, the Last Resort collection is a psychedelic escape from delusion, a collection that is both current and timeless.

The Summer collection also includes a collaboration with Australian-based artist Chloe Kovska. Chloe's highly imaginative work merges surreal dreamscapes with pop-culture realities. It explores themes of arousal and and sensuality drawn from a diverse range of aesthetic influences including vintage cartoon erotica, psychedelic fantasy art, tattoo culture and comic book tradition. The capsule collection consists of tees, longsleeves, hats, socks and a skateboard deck.

Key pieces this season include the Desert Trip Gas Jacket, a garment washed gas station jacket with full colour embroidery on both front and back, the Explorer Anorak, a half-zip windbreaker with reflective branding and a bold, colour-blocked body, and the Baja Jacket, a hooded cotton/linen jacket with screen-printed artwork on the back and both sleeves.

The Herrer and Delsur Button-Ups respond to the recent trend in patterned short-sleeve shirts and are sure to be firm favourites this season alongside the Don't Trip motif on jacquard tees, easy shorts and embroidered pullover hoods.

Alongside a range of excellent seasonal graphics that reference tourist tees, neon signs and souvenir shops, the collection is bolstered by an expanded Essentials offering to include new colours in some of our best-selling designs, tying these back to the seasonal colour palette.

Our range of headwear is developed in the same palette featuring a number of bright colour choices. We continue to focus on premium quality materials incorporating nylon, chambray and denim into a variety of designs

Summer 2018 socks centre around our best-selling Plantlife design in new colours and executions alongside seasonal graphics like the BananaRolling and Drop Out designs and a core logo offering covering Triple Triangle, OG Logo and Classic H.

The collection is completed by a small range of accessories which compliment the collection, including apackable camo chair, seasonal graphic sticker pack and new colours in our Utility Backpack.

Slides featuring two seasonal designs - Worldwide and Banana - can be found in the footwear section of the catalogue.

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