View Two #24

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View Two issue 24 analysis the developing big ideas for the SS19 season, building on our forecast laid out in issue 23 to translate these concepts through commercial design capsules across denim, casual, active and performance wear. For SS19, we develop our concepts under the big idea of belonging’. Nostalgia, self-reflection, inclusivity and community are all key themes here. Athleisure remains a growing focus. No longer simply a trend, now a category in its own right, the movement is influencing all areas of the industry: denim manufacturers continue to play with the idea of athleisure crossover collections, while our performance themes explore the idea of gym-to-swim and street-to-sea. As athleisure’s influence becomes greater, this season we have chosen to focus our athleisure chapter on identifying the key crossover statements that bridge casual, active and performance wear. We also look beyond fashion to explore the broader picture, and the emerging market areas attributed to the development of all-encompassing well-being lifestyles. Meanwhile, the continued shift towards transitional dressing is fuelling an incredible surge in fabric innovations that not only focus on enhancing personal comfort, but also claim to offer cosmetic benefits. The athleisure lifestyle revolution can also be largely held accountable for a surge in electro-textile development. Fabric manufacturers have developed fabrics that utilise conductive yarns, and which are able to provide personalised, app-controlled thermoregulation. The idea of wearables that go beyond electronics and our existing perceptions of wearable technology is defnitile a theme we will be talking more about in the future. See you there!
Big Ideas SS19
This season we explore the concept of belonging’, examining the interconnecting themes that surround this idea through key cultural drivers, to build a series of colour palettes and harmonies that epitomise each statement and envelop the season.
Denim SS19
For SS19, the boldly rigid heavy weights presented for AW18 take a back seat, the focus instead turning to surprisingly soft and supple high-stretch fabrics with the look of heavier authentic weights. Authenticity is a key characteristic for the season, with improved comfort and fit.
Casual SS19
The overriding theme of belonging that envelops our Big Ideas manifests itself in casualwear through themes centred around community, self-reflection, nostalgia and youth subculture. The 90s and early 00s are key influential decades for the SS19 season.
Athleisure SS19
Athleisure is no longer just a sportswear category. Fuelled by social media and the trend for aspirational wellbeing, the work-hard, play-hard, look-good ethos is spreading into beauty, travel, work and even sleep.
Active SS19
SS19 is a season of opposites within activewear trends. Themes explore palettes that are fresh, light and delicate, with messages of body positivity and inclusivity, while others showcase a harder, tougher edge focused on mental and physical strength and translated through darker, more intense tones.
The growing desire for clothing that blurs the lines between the various aspects of our lives continues to fuel collaborations that are bringing a streetwear edge to the performance wear market, with Opening Ceremony X Columbia, Adidas Originals X Pharrell Williams and Fila X Urban Outfitters providing plenty of inspiration this season.
Realism blends with creativity, luxury elevates practicality and negatives become positives as we look towards a season that responds to troubled times with wit, wellbeing and originality. From strange and unnerving times, a sense of clarity and comfort is emerging.

View Two #23

Welcome to our totally re-thought and re-designed View Two. We have radically updated the magazine to bring it into line with changing market conditions and a new audience of Millennials and Gen Z’s.
Our aim is to apply context to concept and to offer a creative, aspirational view on the market as a whole with a commercial and user-friendly focus. We focus on all aspects of denim, casual, athleisure, active and performance in their pure forms, but also explore the blurring lines and boundaries between these areas in order to create a new design and lifestyle vision, that reflects exactly what’s happening in this rapidly expanding, merging and increasingly unbounded sector of the market.
From manufacturers to designers, the clear structure and build up of the magazine makes it easy to find the specific information any reader is looking for. Our combination of text and visuals have a new, cleaner feel but are still highly versatile making this product unique.
BIG IDEAS A/W 18/19 
In this issue we highlight ‘Human Connection’. Anti-establishment fervour, revolt and activism mean we are living in a time of political and social flux and uncertainty. As we seek respite and sanctuary in more conscious ways of living, concepts such as mindfulness, morality and wellbeing are coming to the fore.
For Autumn/Winter 18/19, fabric development is veering away from detail-heavy denim looks as fabric suppliers focus their attention on furthering genuine innovation and textile interest. In our pages, we highlight three key fabric themes for the season. Dramatic contrasts can be seen between denim weights. Very rigid, heavy denims of 16oz or more are contrasted against surprisingly soft and super-stretch fabrics, as well as true-knits with an authentic denim look, both of which bridge the gap into the realms of athleisure.
The social and economic factors outlined in our ‘Big Ideas’ section reference themes such as enhanced comfort, consciousness, nostalgic escapism, and the stress created by ‘stuffocation’ – having too many belongings. These are now explored in greater detail through six casual concepts, where themes continue to speak to a more gender-fluid aesthetic with functional, uniform-like outfitting and oversized, anti-bodycon silhouettes being key. The theme of comfort is further explored through our fabric stories, which see tactile combinations of corduroy, brushed and peached jerseys, velvets and dense furs.
As consumers seek greater versatility and wellbeing to slow the momentum of continually connected modern lifestyles, athleisure continues to build a defined presence on the high street. The need to switch off and unwind is seeing sportswear fabrics with enhanced comfort and performance capabilities filter into our everyday wardrobes.
As consumers seek to enhance their lives through enriched active experiences, inspiration this season comes from fitness becoming more widely regarded as a route to escape. Wellness hotels are becoming more popular, now with in-room fitness equipment, sleep programmes and dedicated concierge services to map out running routes for guests. Beyond these metropolitan retreats, military-style boot camps offer an opportunity to disconnect from the monotony of daily routine and reconnect with nature outdoors.
After decades of catering to a core demographic of middle-aged outdoor sports veterans, outdoor brands have turned their attention towards the Millennial market. This is particularly evident as clothing, footwear and accessories from outdoors brands such as Poler Stuff and Patagonia make their way into everyday urban wardrobes. Collaborations between established outdoors companies and cool young brands such as Supreme and Kith are helping this market gain further momentum.
FORECAST S/S 2019 (Pic 7)
Spring / Summer 2019 will be a season of many contradictions. Emotions will clash and fight-or-flight instincts will kick in, but, building on our overriding themes for Autumn/Winter 2018, most of all the season will evoke the wholly human need to belong.

View2 #22

EDITOR’S VIEW || Out is the New In!
A bold statement you might think, but it’s not just about this British editor’s whim (BREXIT was absolutely not on my agenda!), or to seem ‘on trend’ in this slogan-driven world, in which we now find ourselves. There are many reasons behind our thinking this issue and all of them are interesting and important for the industry as a whole.
When we started planning out the issue, we put out feelers to our team and contacts (as we always do), to gauge what the general vibe is around the globe as well as to learn what new things are happening in terms of R&D and production. As we visited the fabric shows and spoke to people at the heart of the industry, or simply struck up conversations with Joe public on the streets, we just kept coming back to the same strong thread – ‘Out is the New In!”
This made us look at the way we present out city reports to you. No longer are they focused on the most inspirational street looks we come across and new shops that have opened up in the obvious fashion capital cities, instead we present the urban zeitgeist of interesting areas and neighbourhoods, where new creative hubs are emerging thanks to young inspiring folk opting out of the norm, or simply moving out to escape gentrification and rising prices.
We also introduce a brand new Athleisure Concepts section, where “out” refers quite literally to product channelled towards getting out and about and exercising – something with ever more relevance as the athleisure revolution continues to expand. And this expansion demands realistic product that answers our daily needs (not just for exercise, but to provide performance and comfort at any given moment, no matter what the activity of the wearer).
“Out” also applies to companies who may be looking to move out of a comfort zone to explore new product categories and work with new fabrics and technologies. For those, who may be looking to add athleisure product to their collection, it is vital to understand the properties of sportswear fabrics and technologies and so, with this in mind, we answer a few pertinent questions in our Science Behind Athleisure interview with leading sports technologist, Ross Weir. We have also added Fabric News into both our denim and sport sections to highlight some of the key innovations that are happening in fabric production and manufacturing right now. The pioneering developments that we see coming forward also show that manufacturers are having to think “out”side of the box in order to build more sustainable practices for the future.
In terms of the ‘concepts’ and ‘forecasts’ in this issue, you will see that the majority of them look to forms of getting “out” and escaping, whether that be to new nomadic paradises, as seen in our Footwear Concepts, or into virtual reality inspired gaming worlds, as highlighted in our Casual Forecast. Even when we take a nostalgic look backwards for inspiration, the recurring message is resolutely focused on drawing out the key historical essence, then rethinking and repurposing it for today.
When it came to the visual identity of this issue, it therefore seemed the perfect choice to approach someone to collaborate with us for our cover whose entire identity in the public realm has been built upon challenging the norm and not conforming. Laser 3.14 is a street poet with real integrity. His canvas is the city of Amsterdam, but he does not deface architecture, he writes inspiring, stop-you-in-the-street poetic prose on temporary hoardings, boarded up entryway woodwork and tarpaulins. Each statement evokes and potentially prevokes a reaction in the viewer. But these are temporary exhibition places rendering his statements transitory, meaning the messages he leaves are all based upon the moment.
When we met and discussed our concept, he immediately felt for it, because it is a statement that resonates right now, not just for him or for us, but globally. The result is a visually stunning and challenging piece of art. Our covers have always been graphic, but never dark – this is a dark one, but the underlying message is optimistic. Challenge! Explore! Create!
View2 #22 – Contents
What better way to get to grips with our magazine concept of “Out is the New In!” than to explore how this vibe is emerging in different places around the globe. So we introduce you to a brand new approach to our city street and retail reports that focuses on the people, places, cultural events and new talent not just in key fashion cities, but also in slightly off-the-beaten track towns and regions too.
In our styling trends, we see a waistcoat revival, elegant overalls and modern trench coats. A subtle layering of assorted blues show individuals are not afraid to go all out for a total blue look, but patchwork is still sowing its way into many themes. When it comes to silhouettes, think big!
This season we find the attention focused on highly decorative and ornate surfaces. A late1980s/early 90s aesthetic is also apparent but, recycled and organic yarns, new-tech (high visual impact, low environmental impact) finishing techniques and, above all, upping the game in terms of overall eco and sustainable credentials is what it is really all about.
It is a season of reflection and escapism with an overriding thread of authenticity. The result is a very human eclecticism, where relaxed silhouettes lean towards genderless dressing, functionality is a focal point and colour is balanced and mixed in new ways that sit in harmony with this mind-set. Nothing shouts out, but, at the same time, it all feels new.
Our forecast is based on virtual worlds. We try to find utopia within dystopia, by looking at the world with new eyes and striving to create a better future and keep a positive outlook. So, we have named our stories with the prefix ‘Re-’ (meaning ‘back’ or ‘again’) as a sense of rejection of the old, or the wrongs of the past, to push for regeneration.
A new section to View2, our Athleisure Concepts focus on a life in transition. The world has never been so accessible, digitally and physically, and so we live in a state of constant motion – place to place, hot to cold, light to dark. The versatility of active silhouettes, textiles and details mean we can transition through multiple scenarios in a single outfit.
Athleisure – a term not so long ago penned as a fad or a trend has now evolved into THE buzzword of the moment. With that in mind, we introduce you to Ross Weir, a sports technologist and delve deeper in to The Science Behind Athleisure.
Our fabric section shines a spotlight on some of the latest innovations in fabrics, fibres and technologies for the activewear market. From new, hybrid solutions that partition fibres and jacquard structures into zones providing seamless garment functionality to strong, environmentally sustainable approaches to fabric production, there is a lot to get excited about.
The power of the collective over the individual is brought to the fore once more, as sportswear sets aside the cult of the celebrity in favour of pragmatic product focus and a knowledge-driven core. Low on branding and devoid of slogans, but high on tactility and technologic advances.
Everything is becoming fluid – from gender to borders, to jobs, time and even reality. This has everybody feeling restless and continuously on the lookout for new horizons as well as new roots. All our concepts deal with escapes to different forms of shelter and paradise, yet they all revolve around being always on the move.
Each story explores the relationship between digital and analogue design processes. As our lifestyles become increasingly multifaceted, a new utilitarian approach is applied to multi-functional accessories for the urban nomad. In stark contrast, we see the evolution of honest and authentic hand-crafted design.
An interview with Mohsin Sajid and our usual round up of all the best new websites and apps.

View2 #21

Welcome to our new issue of View2. We’ve made a few changes and we’re not afraid to shout about it, which is why we have called this issue Amplify! I’m sure you, our savvy readers, have no doubt noticed that it’s on the shelves a full six weeks earlier than usual and, as you navigate through the issue, you’ll find the layout is quite a bit different to before. So, I thought I should take a moment to explain why.
The fact of the matter is the world of fashion is changing and, within this, so is the world of casualwear. Once the casual market was chino and denim dominated, but this world is broadening to embrace our new lifestyle choices – especially when it comes to activewear and the growth of athleisure blending comfort, high performance and function fabrics in everyday casual and even formal dressing! Just think back to over five years ago when we saw the emergence of the ‘onesie’ – a celebrity phenomenon at first, but an overnight sensation, a revelation in fact… Suddenly sportswear was not about doing sport, it was about being comfortable (and I bet most of you secretly have one tucked away at home, for those loungy weekend moments).
Casualwear now encompasses a much wider group of fabric bases: think warp knits, 360-degree stretch denim you can do yoga in and the development of technical performance finishing techniques that can be applied across a vast range of fabric bases. It’s all about fabrics that react to our daily needs and enhance our quality of life. Just think how, if we can now dress smartly in our finest tweeds and worsted wools without feeling itchy and overheating if the sun suddenly comes out, or smelling a bit like a soggy dog if caught in a rainstorm, this is a much better place to be! Similarly, we can now wear sportswear to the workplace or casualwear that offers the movement and technical attributes only possible in sportswear in the past.
Garment silhouettes and styling directions now question the need for gender diversity. As we know, gender neutrality is a serious topic of discussion. Already many UK schools have introduced a gender-neutral uniform policy, which allows boys to wear skirts and girls to wear trousers, in order to recognise the rights of students who feel they don’t fit into the binary genders. This is just part of a UK government funded drive to support LGBT+ children in schools.
In this changing world, we are all now involving product categories and combinations that we never thought likely before. And all these different product categories work to their own timetables. Footwear, hardware and active sportswear need earlier information than, say, the general r-t-w casual cotton market. Hence, our decision to move everything forward to try and find a common denominator, where we all work together to satisfy a new market demand.
Not only that, we are all living in a new world of “see now, buy now” which is creating divisions and earthquakes in the world of r-t-w designers and catwalk shows and raising demands for earlier and earlier information.
As a result of all this movement, we have decided not to run our features in their usual, season-to-season running order. Instead, we have divided the magazine into product groups. Our three main areas remain ‘Denim’, ‘Casual’ and ‘Sport’, so we stay true to our history, but, now, you can easily tab to one section and find current reports and future concepts all in one place.
But please do not be alarmed. We have not gone completely genderless and season-less, because, of course, this is not how many businesses are operating…yet! We have just moved to a common ground, if one exists, in terms of gender, where styling details, colours etc. shown in womenswear can translate to menswear and vice versa, while we are delivering information and inspiration that can translate into a season that works for your market and timetable.
It’s a new dynamic and we feel very passionately about it. We hope you do too! Plus, of course, we continue with our much-loved regular features. Enjoy!
View2 #21 – Content
Street Style  
London/ Paris/ Tokyo/ New York/ Amsterdam/
Our trend watchers get out and about in some of our favourite cities to bring you a snapshot of the hottest looks being worn on the streets.
Hot Retail                  
London/ Paris/ Tokyo/ New York/ Singapore
Our Hot Retail section highlights a select few of the freshest new shops to visit when travelling the globe.
Denim Most Wanted          
Within these pages of indigo eye candy, our findings show that casual is king, the 501 is far from dead and over sizing is definitely not over! Stylish chino shapes, sporty jogger influences, relaxed slouchy pants and soft weaves all provide a casual approach. However, there is also a strong feminine presence.
Fabric Direction       
The new developments in texture, colour, detailing, handle and finishing that we present here are inspiring. From 3D textures to cracked leather effects and from bold contrast two-tone blocking, to a host of sporty features and detailing, it’s clear denim is no longer just about a fabric with which to make a good-looking jean!
Colour Direction     
We introduce five palettes that begin in monochrome and end in a riot of colour. They are not what they seem. One looks mechanical, but has a very human story to tell. Another looks feminine but explores a new masculinity. Leave your preconceptions at the door and look with fresh eyes!
We take you on a journey from a Neo Gothic mindset, to a Cyber world, to utopian utility, to a 1980s ‘Back in the Days’ block party, to 1970s theatrics, and then bring you back down to re-imagined natural landscapes for inspiration. The underlying message is that product, no matter how fashionable, should function and feel good.
Our fabrics sit harmoniously within each concept to show how to realise each look. We find super-future aesthetics that hold comfort at the fore, retro looks that have been adapted to perform, structural interest that challenges what we believe. In a nutshell, the weavers have been very busy creating, and it’s incredibly inspiring…
Trim Direction
Trim designs are taken to the next level, with outspoken and impeccable stories. The desire for strident ornamentation is merged with a revived interest in natural elements, innovative technologies and exquisite details.
Style Guide
Here we provide a simple, illustrated range plan of the women’s and men’s silhouettes that we feel most strongly for moving forward.
Our final casual feature presents a forecast of more directional inspiration, for those of you wanting to plan further ahead. With so little changing around us right now, we are allowing the unruly world of art to be our main driver and source of inspiration. Let’s allow misbehaviour to be the lead and catalyst for a change!
Here, we take a look at the most directional ways sport product is emerging on the streets. We find urban runners, a hip hybrid rock/sports mash up, sporty East and West Coast US clashes, a fresh ‘OG’ attitude, plus a whole host of cool details – many of which are potentially bubbling-up mainstream looks.
Fabric Direction
Since functional coatings and finishing treatments can often be added to a range of fabric bases, we use this section to present key directions and aesthetics together with composition and weight, allowing you to imagine the final end-use, purpose and performance requirements you need.
A ‘New Wave’ attitude to technique and technical experimentation sees cross-seasonal sportswear rebooted for true cross-functional appeal. The latest fabric technologies deliver a contemporary outlook that promotes individual storytelling without sacrificing the user experience – a seamless integration of style, substance and surprise.
Footwear Concepts
The recent Chinese fashion, design and art fairs were so brimming with talent that we decided to dedicate this footwear forecast entirely to the Asian market, featuring mostly Asian brands. The themes are not so different from the global trends we see continuously, but they are less dystopian and more optimistic and dynamic – a reflection of the new found possibilities in this society.
Accessories Concepts
Our concepts show a distinct contrast between a contemporary, functional aesthetic and richly textured, organic sources of inspiration. For the most part, trusted styles are updated in subtly oversized silhouettes, while our final theme injects a new level of utility through body-conscious statement pieces.
An interview with Jeff Griffin and our usual round up of all the best new websites and apps.


When it came to putting this issue together to mark our decade in publishing, and looking back over all our past issues to gauge how the mood of the market has changed and the world altered, one word sprung immediately to mind, summing up our message for this issue “Decode”. Why? Because in today’s digital world of endless and immediate information capabilities, we are decoding stuff pretty much all of the time.
Over the last 10 years, words have appeared in our business vocabulary that have irreversibly altered the state of play. Words such as “seamless”, “immersive”, “inclusive”, “integrated”, “transparent” and “convenient”. Phrases like “brand experiences” and “individual experiences”, it seems, even overshadow the importance of product nowadays. We are told to “empower our consumers”, “incentivise” and “reward”. “Woven T-shirts”, “tailored joggers” and “jeggings” are now forever embedded in our fashion history. And “athleisure” is an entire new category, around which, I am sure, big brands and buying groups will create whole departments.
In fabric, a decade’s worth of development has been astronomical. We now see denim that is anti-bacterial, tear resistant, thermo-regulating, moisture wicking, moisturising, circulation improving and body sculpting. Manufacturers have worked hard to remove harmful potassium permanganate sprays, reduce stone-washing, stop sand-blasting and massively reduce water consumption. Laser finishing and waterless washing technology have progressed incredibly to bring innovative and inspiring possibilities for the future of the denim industry. The inevitable dearth in cotton is also being addressed with many weavers looking to alternative fibres to use as a blend or even a replacement in the years ahead. And wearable tech means that, very soon, our jeans will answer our phone for us and upload our whereabouts into The Cloud.
Technology has made all the difference in fabric development as well as in manufacture. Just look at how 3D printing has revolutionised what can be done! Now we can print intricate, complex and beautiful jewellery, parts of athletic footwear that perform and customise to individual feet and adapt to specific athletic requirements (even though they are produced for the mass market) and component parts to send as prototypes to manufacturers, massively speeding up the development process and lowering development costs. PLM systems have changed the way product is developed and are even taught as part of the syllabus in some of the leading fashion schools.
Over the years, View2 has tried to “decode” a little of this stuff for you by delivering key trend and forecast information. Of course, along the way we have challenged you, too, to offer a “Friend” (issue 5), create “Ripples” (issue 8), “Connect” (issue 10), “Entice” (issue 12), “Astonish” (issue 14), “Immerse” (issue 16) and “Coexist” (issue 19) with your consumers. It has been great fun taking a trip down memory lane and I really hope you enjoy our celebratory booklet, where you will meet some of our contributors and see some of the things we have managed to “decode” over the last decade. Also enjoy our main issue where, in our usual format, we will be “decoding” information concerning what lies ahead… 
View2 #20 – Content
Street Style 
London/ Paris/ Tokyo/ Amsterdam/ Los Angeles
Our trend watchers get out and about in some of our favourite cities to bring you a snapshot of the hottest looks being worn on the streets.
Hot Retail                 
London/ Tokyo/ New York/ Paris/Amsterdam
Our Hot Retail section highlights a select few of the freshest new shops to visit when travelling the globe.
WINTER 16/17
Men’s Designers   
The trends we highlight this issue contain staple and commercial menswear styles, they reference key menswear influences and take inspiration from the past. But what makes things new and interesting is the way different influences are mashed together, garments are layered to create unexpected proportions and new hybrid silhouettes emerge when sportswear enters the mix.
Denim Most Wanted         
View2 took its seasonal trip to Barcelona to visit Denim by PV to discover future trend directions. Striving to create that unique pair of jeans put customisation and creative detailing in the forefront. But as is often the case, raw denim ruled for purists. Textured surfaces appeared through both simple and intricate patchwork, beautiful hand-stitched patches and linen and bleached waffle effects.
Colour Direction     
The division between strong, saturated colour and paler, more ethereal tones continues as we enter S/S 2017. There is certainly a growing mood for gentler, less aggressive masculine colour. It’s a good season for sportswear as the industry embraces both fast and strong colour for competitive sport, while slower sports such as yoga have more traditional ghosted neutral palettes to turn to, in addition to these brighter shades.
Fabric & Trim Direction
For Summer 2017, we put fabrics at the centre of our thinking again. It’s not enough to just produce a basic and colour it. You need to execute construction and embellishment with care and attention to detail so that no matter how banal the look from afar, it’s actually a wonder of manufacturing when seen close up. It is a meeting of technology and creativity, the mantra of current design thinking!
Women’s Trend Direction & Key Items
We continue to move away from the clinical predictability of recent seasons with an evolving appreciation of the handmade; an aesthetic that teases the senses with its rich array of texture and pattern. Textured fabrics and surface decoration are pivotal factors – no surface appears flat. Relaxed fits retain a feminine edge through the use of exaggerated A-lines, maxi lengths and wide-leg denim fits.
Men’s Trend Direction & Key Items
This season’s menswear trends seem to encapsulate a mood for moving forward from – or indeed away from – the geopolitical issues that have become the backdrop to our lives. We find hyper-modern trends, which derive more influence from architecture, science and technology than from any historical fashion pastiche. With the increasing development of lighter-weight, increasingly sheer, and stretch recovery textiles that are robust enough to withstand the demands of menswear, there seems to be a quiet revolution going on.
Accessories Direction
In recent seasons there has been a stark, linear quality to many of the key themes, but now we see a shift towards a more handcrafted and individual aesthetic. This is a season rich in texture, tone and detail, drawing on far-ranging inspiration that takes us from dry desert landscapes to artisan market squares. Where texture is not so significant, print and pattern take over.
Footwear Direction           
Humanity is in flux. No longer are people sitting around waiting for better times to come. They go out to look for them. This means everything is constantly changing, never solidifying but staying fluid. Different motives underly this new ‘Great Trek’, all based on Maslowian needs. Some move for physiological needs, others for safety. Then, there are those who move on the lookout for belonging, esteem and self-actualization. We can see these needs in all of our footwear trend stories.
WINTER 17/18
Casualwear Forecast       
This season we muse on concepts of otherworldliness for our forecasts: futures that are not as yet confirmed, but futures that fascinate and inspire nonetheless. We start our journey inspired by new notions of gender, and then move on to exploring our human selves by imagining how we could build new communities, divorced from technology, in worlds that are yet to be created.
Sportswear Forecast       
Sportswear ramps up its high performance benefits in a winter wrapping that belies its technical prowess. Seemingly more at home on the runway than the running track, and less fast fashion than go-fast fashion, traditional category distinctions are further blurred by multipurpose silhouettes and layering driven by user needs and desires rather than specific sporting function.
Plus in this issue we celebrate our successful 10 Years in publishing with a special anniversary booklet.
2) booklet Paris3) booklet Denim

VIEW2 #19

Fast and slow are two opposites that right now are turning what we know about the fashion industry upside down. We see slow fashion working in parallel with fast fashion in a way that has never happened before. It’s a very interesting coexistence because, thinking about it, slow has been the catalyst to fast, but it is also the consequence of it.
It is the long term, carefully and slowly developed technologies that have created our fast pace world. Fast is all around us – we carry it with us, we suffer information overload, we’re teched up to the max! Etailers now make fast fashion retailers look slow, with daily deliveries of new product. Bloggers and vloggers command the front rows of fashion shows, instantly posting views on the latest collections and designers now stream their shows live with immediate possibilities to purchase online.
A great example of a product channeled to help this fast pace reality is Spritz (, a piece of software that allows for you to read up to three times faster than normal by showing just one word at a time positioned in such a way that your eyes don’t need to move across a page – great for smaller devices and, of course, speeding up your world even more! Honda used it to great effect in their recent “Keep Up” ad campaign – the video is definitely worth checking out if you haven’t seen it.
So, is it any wonder that the trend at the moment is ‘no trend’? Instead, the movement is to slow down and focus on creating a strong brand ID – to refine and (re)define. Buyers are still cautious in a turbulent market place and sticking to what they know. Brands are moving a style forward by upgrading to a higher performance fabric or a more refined fit, but very rarely both at the same time.
What’s more, the increasing need for transparency in brands and a more ethical and sustainable business model is another huge consideration right now. Companies like are on a mission to make consumers question, “Who made my clothes?” and brands need to slow down to react to it. Recently they placed a vending machine in Alexanderplatz in Berlin selling €2 T-shirts and when a potential purchaser put in the money, the machine showed a video of the person who made the T-shirt, summing up their pay/working/living conditions and then asked if the buyer still wanted the T-shirt or would now rather donate the €2 towards bettering working conditions. The majority of would-be buyers donated!
There is the need to reach out and speak to customers and offer them something special like Carlsberg’s billboard at the Truman Brewery on Brick Lane in London last April that featured an actual beer tap embedded beneath the slogan, “Probably the best poster in the world”, so anyone passing by could pour themselves a cold beer for free. A publicity stunt, yes, but also a good way to slow down and get in touch with their consumers and another great example of the coexistence of fast and slow coming into play.
In response to the constant stream of technology and our seeming inability to disconnect (according to a recent study, The On Demand Economy By the Numbers, 70% of Americans now own smart phones and the average person checks their phone every six minutes, about 150 times a day), there is a new range of services and experiences being developed to help us consciously unplug and slow down – such as Yondr a mobile phone case that can be programmed to automatically lock the phone when entering certain places.
The development of laser technology in denim has allowed for vintage wash effects to be achieved in a much more environmentally friendly way (with faster production times and greatly reduced water consumption). But, the results off the production line are a rack of identical jeans and when it comes to vintage, it is unique characteristics that make denim special. So slow, hand crafted scraping and scuffs are being added to ‘authenticate’ the final appearance. This is where technology and the craftsman combine.
There is no shortage of examples of how wearable tech is already impacting the apparel, accessory and footwear industry. From adidas’ Ultra Boost running shoe that enhances the user’s performance by giving them “energy return” via energy capsules situated in the sole that provide 20% more return in energy to the runner, to the announcement in June of Levi’s partnership with Google ATAP on Project Jacquard – a fabric with digital connectivity that will enable the control of phone features through the surface of a garment. So, in the future, wearers will be able to silence a phone call by touching their jeans or add a song to their playlist by touching their jacket. The aim is for the wearer to have more hands-off device time so they can enjoy face-to-face time instead.
There is, of course, the fear that if you think too far ahead, trying to be fast on your feet and ahead of the game, that you might actually get left behind – the sad demise of the trade show Bread and Butter is a good example of this. So the key, nowadays, is to find a way for the two to coexist for your brand. And rest assured that there are still the developers working in the background to create the new bit of kit that will either speed us up further or slow us down somehow in the days, months or years ahead.
View2 #19 
WINTER 15/16
Street Style 
London/ Paris/ Tokyo/ New York/ Berlin
Our trend watchers get out and about in some of our favourite cities to bring you a snapshot of the hottest looks being worn on the streets.
Hot Retail
London/ Tokyo/ New York/ Paris
Our Hot Retail section highlights a select few of the freshest new shops to visit when travelling the globe.
Men’s Designers   
Much of the buzz generated by this season’s catwalk shows revolved around the many gender-neutral looks on show. However the other directions we highlight prove that this is a season where activewear plays a leading role, references from the past are replayed at a fresh tempo and surface diversity is key. Graphically, this is a season to make a real statement.
Denim Most Wanted         
At the latest Denim by PV show in Barcelona, the key trends we found being worn around the show highlight a real attention to decorative detailing and personal craftsmanship. These guys had been spending time on creating individual statements that played much more with patchwork, cutting and recolouring than before.
Trade Fair View
The trade shows in Berlin felt delightfully fresh with a vast selection of soft pastels and nudes, sheer fabrics and shiny metallic surfaces. Minimalism, with its clean lines and purity overtook last year’s brashness and futuristic forms presented interesting angular shapes. Fun, bold graphics, peasant worker styling and a retro feeling were also on display.
5) Trade Fair
WINTER 16/17
Colour Direction     
There is a real warmth to Winter 16/17, and a sense of colours infused with character. Three of our palettes have a focused message concerning a particular hue, and two palettes contain more mixed and scattered personalities. Many shades have a certain level of saturation that acts as a robust scaffold for this sense of character. Others are tinted pales, devised to be used in conjunction with these stronger colours. It’s interesting to see these two personalities combine, as ethereal shades meet assertive brights.
Fabric & Trim Direction
Cross-overs are something we have been talking about for seasons. But, for Winter 16/17, the concept reaches new heights. This is not just a question of the blurring of end-use and a consequence of the boom in ‘athleisure’ wear. It is a consequence of genuine consumer demand for function with style and continued innovation in fabric design and technology.
Women’s Trend Direction & Key Items
Breaking away from the consistency of previous seasons, this autumn/winter we see themes detach and move away from the understated lines seen of late, exploring diverse decorations and exaggerated proportions. Texture is paramount, palettes explore both richly diverse tonalities and openly graphic combinations and typically fluid shapes of the bohemian look are contrasted against more structured and faceted silhouettes
Men’s Trend Direction & Key Items
Our menswear trends are defined by a new season that is pushing modernity to the limits and is inspired by fast-evolving technology. Where there is any retrospection, it is revised and updated. Military futurism, concealment and protection are key aspects to our stories, perhaps reflecting deeper concerns about perennial global and local geopolitical issues, in a time when details of unrest or disease in the remotest parts of the planet can be metaphorically viral within hours.
Accessories Direction
This season not only explores the origins of some familiar looks and techniques, but begins to play with perceptions of what is past and what is very much current. Rules begin to be broken, as we see modernist Scandinavian-inspired dress combined with medieval accessories, or Victorian-inspired silhouettes reworked with eastern-inspired decorative techniques. We also discover how to make the all-important seventies look hot for one more season.
10) Accessories
Footwear Direction           
When it comes to our trend stories, we are still finding that the dynamics of modern life are leading people to search for the proverbial emergency exit, or to seek a better life. Some see technology as the door to solutions, while others seek refuge in nature, or in escape to imaginary worlds. While this may sound dystopian, hope glimmers through all the trends, thanks to the belief that we can change matters – with the help either of new technology or of age-old ingenuity.
Casualwear Forecast       
Currently fashion and wearable technology are two separate areas of design, but we are predicting the demand for a greater synergy between the two areas as the technologies themselves become more discreet, cheaper and useful to a broader cross-section of consumers.
Sportswear Forecast       
Stylistic cues for coming seasons ensure that ethics remain a fundamental cornerstone of the industry rather than a faddish concern. They also reflect a discernible abandonment of traditional form and function tropes, instead playing up the need to enliven and to experiment with the unmined, the unforeseen and the downright uncanny.
13) Sportswear