Wisdom is wasted on the old – Native Youth
New brand Native Youth live by the mantra, “the no-nonsense British way of doing things. Signature details creating a recognisable look. Stylish apparel for a confident generation.”
Since its launch at, the London based Fashion Trend fair, Stitch in July the reaction to the brand has been unprecedented, with buying teams from leading retailers including Selfridges, ASOS, Urban Outfitters and Coggles already making selections from first AW12 collection. Price points are key to the brand, offering a stand-out collection on the high street. The aim is to create a socially relevant menswear brand that allows Native Youth to showcase the eccentricities of British design, yet wearable and rich in understated hidden detail. Whilst sourcing the fabrics for the collection around the world the creative team have no doubt been influenced by the cultural variances they experience. In particular the Japanese design philosophy, the simplistic yet comprehensive attention to detail is an element which played an obvious intrinsic role throughout design and creation process. Its clear the heritage inspired line draws upon no-nonsense British fashion coupled with Japanese work wear styling.
The fifty piece collection focuses on creating modern menswear product across a wide range of premium jersey, shirts, outerwear and trousers. A fusion of essential wardrobe staples including selvedge raw denim and yarn dyed shirts with more carefully conceived pieces such as true over dyed indigo, double faced fabrics, conversational prints and reverse print tee’s. The colour palette consists of autumnal shades of burgundy, forest green and worker blue off set with grey marl, white and ecru.