Wednesday, April 28, 2010

UNDRCRWN: SPRING 2010 "LOVE MEANS NOTHING"


















Not only is UNDRCRWN the expert when it comes to hoop, but we also take pride in our knowledge and passion for all sports culture.
Spring 2010 is no different with the introduction of the "Love Means Nothing" Collection.
 
Departing from the Cali-Centric themes of Spring 1, the UNDRCRWN Spring Delivery 2  lookbook pays respect to some of the greatest sports rebels of the 80s and early 90s. The "Love Means Nothing" collection was shot in NYC and provides a solid juxtaposition of gritty street scenes, classic sports motifs and fashion-forward sportswear apparel.
 
Standout pieces include:
 
'Rebel Yell' T-Shirt + 'Rebel Yell' Organic Sweatshirt-  It ranks as one of the most memorable moments in sporting history. Back in 1981, a young frizzy haired, headband wearing, soon-to-be tennis legend broke down at Wimbledon. It was an  umpire's refusal to rule his serve that caused the immortal reaction "you cannot be serious."  We respect this legendary rebel as a dominant force whose reputation was built just as much on his personality as his athleticism.
 
'My Troop' Organic Sweatshirt-   A sports heritage inspired piece that takes cues from '90s activewear and mixes it  with organic textiles.
Love Means Nothing T-Shirt- In tennis love means zero, but translate it for today's world and it becomes a rebellious mantra.

As told to me via UNDRCRWN


 

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