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CASUAL LIFE MEN TREND BOOK

FALL WINTER 19-20

It’s time for a change.

This first edition of Casual Life Men marks a radical turning point in the world of men’s fashion. This trend book offers Casual brands the opportunity to mix and experiment with the codes of digital natives, streetwear, and outdoor wear. It offers enormous freedom and encourages the individual expression of personality and values. A radical commitment to “better living” every day: the accent is on slow life and creativity, making due with what you have (Daily Up), exploring and celebrating unknown handcrafts (Made in Folk). There is a focus on healthy living, embracing technological innovations and athleisure (Futuropolis, High Vitality), reconnecting to the Earth, and adhering to sustainable lab culture (Go Rural).

From hype looks to chill attitudes, mix and match and loose styles are a must, developed for fashion insiders. They reflect both the quest for pleasure and the need to belong to these changing communities.