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SS 2017 ACTIVEWEAR | The Tribalisation of Sports

  • The Townhouse 354 West 11th Street New York, NY, 10014 United States (map)


presented by Daniel Costa


Now the world is rapidly changing, people are coming together as one. This takes out the essence of personalized combat and makes the quest for uniqueness obsolete. Suddenly personal sports become team sports and personal games become gathering parties. Running together, rafting in teams, aiming in gangs, flying in circles, dancing in drifts. Table tennis becomes a tribal event, golf becomes a family gathering, basketball a social source of exchange. Sharing as much as challenging.

The implications of this huge societal reversal are numerous and joyful, permitting society to grow, people to grow up, brands to grow stronger based on messages and strategies of oneness and togetherness. A holistic approach to design will be the result where peer recognition will be the foremost quality of the creative processes, using fetishis- tic, animistic and tribal ideas and concepts to reach out to the new consumer clans. Codes and symbols will be invented to anchor the strategies of the major activewear brands, enabling consumers to read into the dress behavior of others, recognizing colours, materials and patterns that further express the mood of a certain house. The massive interest in walking, running, biking and hiking will grow under the influence of this peloton of people interested in each other as much as their physical activities. Sports will become the new place to be, to be seen, to be encountered.

Tickets here

Tickets: $250 per person  
$175 for current Trend Union clients
(-10% for booking 4+)



Earlier Event: November 18
Later Event: December 4
SS 2017 MENSWEAR | Details