Having dabbled in the apparel game in the past, streetwear bible Highsnobiety is going all in with a full collection for Spring/Summer 2021. The label, which has garnered a reputation for its bold coverage of the booming streetwear industry, on Thursday debuted a line of hoodies, T-shirts, hats and more under the creative direction of newly appointed design director Nin Truong. Formerly the design director at Californian skate and surf brand Stussy, Truong was responsible for the new collection’s design and curation.
Aptly named BeachFriendz, the line celebrates the end of summer with a camp-themed aesthetic and color palette of grassy green and mustard yellow. Truong carefully balanced neutral T-shirts and hoodies with select wildcard pieces, including a Yeti cooler and a graphic T-shirt showcasing a bright tube of sunscreen. Nylon water shorts and bucket hats in sky blue and white further underscore the fun-in-the-sun story.
“With so many of us not being able to connect in person this past year, BeachFriendz was a collection to celebrate friends hanging out again outdoors,” he said.
Though some inferred that the Covid-19 pandemic would cause consumers to shop less, the return to “normal life” in the U.S. inspired many to stock up on new items for their wardrobes—making now an ideal time for the label to try its hand at its first full collection.
Last summer, Highsnobiety debuted a 27-item line of elevated men’s basics that tapped into what was, at the time, a soaring demand for high-quality comfort pieces. Soon after, it collaborated with H&M on a series of “Blank Staples” collections. The line once again consisted of elevated basics, but with a more accessible price range of $18-$40.
According to the brand, this is just the first of many collections to come. Highsnobiety has plans to drop a number of upcoming collections both in-house and with collaborators. This year, it will expand into outerwear, knits, woven and bottoms.
“As a publication, we focus and speak on youth culture, style, design and art,” Truong told Rivet. “The collection is an extension of this ethos and us as a brand. It helps to have that direct correlation and we can see that in our sales.”
Highsnobiety Beachfriendz is now available exclusively on the Highsnobiety Shop, a platform that offers a curated collection of brands and products that embody the Highsnobiety ethos. The collection is offered in gender-neutral sizes S to XXL, and ranges from $55 to $265. The second segment of the BeachFriendz collection will drop on Aug. 18.