Never has a basketball changing room been so stylish. Based at the Old Truman Brewery in Shoreditch, this seasons What We Wear SS18 presentation was a throwback to the school days. On June 10 the menswear brand collaborated with footwear retailer Converse and eyewear label Cutler & Gross to create a collection of relaxed and chic athleisure.
Focusing on soft neutral colours and simplistic silhouettes, rapper and founder of the label Tinie Tempah channelled a specific vision inspired by the sporting industry. Styled as a changing room and basketball court, the setting introduced the audience to the brand ethos through a delivery that played on the consumer’s lifestyle. Models posed against wooden benches as others dribbled balls and shot free-throws.
The presentation titled, ‘Bring your game’, saw pink baggy shorts with matching crew neck jumpers styled alongside zip neck shirts and structured waterproof tracksuits. The collection was a series of easy-to-wear pieces. “After the first show, I wanted to show the durability and practicality of the collection.” Tempah told Womenswear Daily. “We decided to do a sporting concept to be able to show how durable the clothes are and how functional they are for a man.”
The singer/songwriter launched his menswear label in January this year, the brand wishes to dress the everyday man offering casual yet stylish streetwear. He told Vogue, “To be honest with you I see myself as a creative. When you are a musician you become defined by what you do, and being a rapper as well you become defined. I’ve hated the idea of being defined as one thing.”