Jul 10, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
The denim-based line for both Men and Women is entitled Prairie and was inspired by the purity of American prairie landscape mixed with the American architectural style The Prairie School. Pieces are paired-back, minimal and premium and sit perfectly in-line with our recent Denim Developments report, Premium Clean.
“It’s about focusing on what is integral to the design. It’s something quiet, but powerful. The Prairie School developed a new vocabulary for design and aesthetics that considered the way people live. The collection for Weekday represents these same goals,” says Matthew Ames.
Matthew Ames re-enters the fashion world with this special collaborative collection after two years of absence when he infamously left the New York fashion scene in 2011. He has spent the last two years tutoring at the Savannah College of Art and Design and taking a break from the pressures of New York’s hectic fashion schedule. We’re excited to see his decision to use indigo for his return into the industry and can’t wait to see what’s next for the designer.
“Weekday are really known for their work with denim, so I thought it could be exciting to bring this into the collection in a new way. Historically denim is something very American, but now has obviously been adopted all over the world. So I think it makes great sense for this collaboration between an American designer and Weekday, a Swedish brand”
The collection went on sale April 4th, so head over and grab yourself some premium, sophisticated looks.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.