Street culture has always tapped the grafters of the industry. Whether purposeful or not these individuals often represent the truest form of their surroundings and in turn the culture. Showing continually that we rely on authenticity to tell dynamic stories.
Taking the idea of being covert yet relevant, The North Face have harnessed the talents of renowned German streetstyle photographer Daniel Bruno Grundl (@TheUrbanSpotter) to portray their Tropical Camoflouge collection in its natural hiding placed. Utilising a print that references tropical escapes yet utilitarian landscapes, the silhouettes are classic yet challenging.
Finding the balance between extrovert and day to day ensembles the collection takes its ques from modern city life both in fabric and design. Technically the outerwear features GORE-TEX and DRYVENT to protect against the elements. However stylistically the range juxtaposes muted tones with vibrant flashes. Familiar pieces include the classic puffer jacket and basecamp duffel – both adorning the print.
Seen worn over a group of creatives the visuals play with the idea of seeking camouflage in the city while showing scenes of intrigue. Will Best, Terence Sambo, Emerald Rose Lewis and Ceara Maya each represent thriving industries and are all reflective of London’s diversity. Yet what is revealing about the images is the subjects chosen environment. While some opt for the bustling and brutalist nature of the Barbican others find solitude in nearby canals. Although subconsciously referencing the idea of escape, the theme of solitude and peace of mind is apparent through each tale.
THENORTHFACE.co.uk
