senhor PRUDÊNCIO SS16
Launched in 2012 by designer João Pedro Filipe, senhor PRUDÊNCIO is a mens footwear brand which recently expanded into clothing and accessories as well. Taking inspiration from shape and proportion, the brand is also influenced by the artisanal production of Portuguese shoemaker from the 50’s.
Mixing sporty elements with sartorial sensibility, the SS16 collection features bold silhouettes, vivid pops of colours and functional details that are tailored to the modern everyday guy.
Staying true to the traditional Portuguese footwear craftsmanship while infusing contemporary designs can be challenging but the brand cleverly brings the two aspects together.
Titled The Ordinary Tasks of the Super Human, senhor PRUDÊNCIO identified the shift towards athleticism and entrepreneurial spirit in modern days. The rising popularity of sports and its appropriation into popular cultures serves as an inspiration for the design process as well as the campaign.
The SS16 imagery and accompanying short film showcase visuals that reflect athletic elements within fashion, art and lifestyle. The youthful details in the products and campaign allow the collection to transcend age and appeal to a wider audience.
Using materials that are durable and functional, the brand ensures brand recognition by sticking with a cohesive moodboard. This continuity allows the seamless introduction of clothing and accessories into their offerings.
Filipe’s credentials are nothing short of incredible – he has showcased his line at London Collections: Men and won the British Council Young Creative Entrepreneur Award. Prior to setting up his own label, he has worked with international brands like Thakoon Addition and Preen by Thornton Bregazzi.
Filipe’s mix of innovation and traditional craftsmanship comes through the products – you can see the thought process behind details and materials. senhor PRUDÊNCIO is for those who want something different but something they can incorporate into their daily lives.