Popular Science SS17


Popular Science SS17, Australia mens blog, Korean menswearPopular Science SS17, Australia mens blog, Korean menswear

South Korean brand, Popular Science, has unveiled its SS17 collection, continuing its theme of universe, future and science. Titled Intergalactic Cruise, the range is an imagination of young people going on space travel and an insight to what they might pack and look like beyond the daily lives of reality.

The brand researched fashion from the late ‘60s to the early ‘70s, known for the explosion of space-age chic. From retro colours to the composition of this era, and particularly the highly stylised elements, the end result is one of shiny rain jackets, pin-stripe tops that resemble clean cut uniforms and futuristic visors.

While the elements of space and science permeate, the clothes are in every way wearable. Oversized, light-weight and incorporating everyday street silhouettes hang casually on the models in the lookbook. The concrete, circular architecture creates an interesting juxtapose while giving it the clinical element of the space-age theme at the same time.

Created by Studio Swyp, the brand is atypical of a fashion house. The driving force behind it is a creative studio that covers different facets from creating to consulting including advertising, marketing, brand strategy and design. Popular Science was founded on the basis that it isn’t owned by anyone else but the creatives behind it.

Popular Science’s previous and debut collection, Warp To The Future Past, explores the idea that the future was in the past, one which we’ve yet to experience. Continuing where that theme left off, Intergalactic Cruise asks questions like “how do astronauts living in spacecraft eat rice?” or “what do they do when they want to dance?”

While the questions seem strange, the brand’s interest in presenting the deeper stories of the universe give the brand a point of difference and make the overall aesthetic and their SS17 collection more interesting and memorable.

Popular Science SS17, Australia mens blog, Korean menswearPopular Science SS17, Australia mens blog, Korean menswearPopular Science SS17, Australia mens blog, Korean menswear

Street Style Poser
About me

Henry Ng is a writer, photographer, stylist and consultant. Henry found success owning his own menswear label, Orri Henrisson, before moving into digital marketing where his creative and strategy skills are highly sought after. Henry’s passion for menswear and travel saw him launching Street Style Poser. Henry loves all things bright and colourful, karoke, Kristen Wiig, and salted caramel anything!

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