Casual Life Men trend book FW 2020-21

Being cool, while synonymous with the casual lifestyle, is not enough anymore. Being cool requires more commitment. Men are “woke” — awaken — investing in upcycling, vintage and local resources, creating bio-innovative materials and taking a zero-waste approach to fashion.
Today this has widened to include ecological and cultural challenges with a direct impact on how we live. It is the expression of a radical change and a committed collective positioning. In this context, the role of fashion is also brought into question. Normcore is replaced by war-core and is expressed by a combative attitude. Cool now rhymes with committed, and we can no longer pretend otherwise.