Having seen Nautica‘s winter clad runway and spring pool show at New York Fashion Week Mens (NYFWM) the icon of American sportswear kept a few things consistent: colors, color blocks, navy inspirations and stripes. So for this season, they gave a throwback to the 1990s, re-imagining their heritage and 30 year history.
The classics were reworked and given a contemporary update, bordering sportswear and streetwear alike, with smarter fabrics, slimmer fits, bolder and richer colors and larger winter accessories. Several pieces were actually original designs given an upgrade, like the showstopper’s navy chambray signal fisherman’s jacket, created in 1997, with a Nautica logo and a timeless, classic look, paired here with color blocked heritage shorts.
With throwback as a theme, there were a plethora of polar fleeces and chunky sweaters, some complete with cropped bombers, others with legitimately fat and long scarves, traditional bubble vests and hefty pullovers. Continuing an ode to history were pieces like a Red heritage sherpa fleece from 1995, a cream polar fleece sweatshirt from 1994 with navy jeans, a “Team USA” leather bomber from 1993, a red nylon track pant from 1996 worn with a quilted military jacket and a Nautica Team sweatshirt from 1997. The mix with fresh designs from 2017 made for a familiar and novel mix, which showcased a solid brand strategy.
Denim, a favorite trend of mine, was also prominent in the slim fit jeans with distressed details, white denim, light whiskering and one particularly alluring patchwork skinny jeans. These evidently predicted the future of retail.
There were a few fresh ads in the backdrop with the actual models up front, creating a fun rendition of a futuristic optical illusion of sorts.
With a combination of smart marketing and a nod to a rich legacy, Nautica brought forward one of the most identifiable and wearable collections of the season.