The idea of a collaboration with the creative label Andrea Crews began in winter of 2017. Spring – Summer 2018 New Man collection was then in development with a new art direction, guided by a spirit: Back to the roots for a fresh start! *
We wanted to reconnect with the free and impertinent spirit of the brand DNA “movement, color, fun” is more fresh and punchy than ever. The desire to share this strong message with the new generation was quickly imposed on the entire team.
One meeting bringing in another, the opportunity to collaborate with Andrea Crews came to us, as a matter of course. Like New Man, the creative label has made clothing the territory of expression of its values. Known and recognized for its up-cycling approach to divert the garment from its traditional use and propose new forms, in a streetwear stitching approach, Andrea Crews has imposed iconic pieces.
During our meetings with Andrea Crews team, the collaboration took shape in a natural way around the logo ambigram of New Man. Created by Raymond Loewy in 1968, this iconic logo has marked generations through its singular graphics and double reading.
“The ambigram logo New Man is the most beautiful logo in the world!”, Maroussia Rebecq told us during our first meeting. Of course, there is no reason to question it!
« Fashion Art Activism » : Andrea Crews’ punchline is simple, direct and modern, just like its unisex style, colorful and bold. A streetwear couture version of the New Man values.
No wonder, then, that we have found ourselves around the same perspectives
for our respective Spring – Summer 2018 collections!
Everything was done very quickly. Drawing on our PE18 color palette, Andrea Crews was inspired by New Man’s sportswear codes in the 80’s to imagine two gender-fluid silhouettes, each in 4 strong colors.
On one side, a total oversize denim look with streetwear details, influenced by the 90’s style: the RAY denim frayed jacket sporting the NEW MAN sport logo embroidered on the back and the JACK denim frayed jogging pants in blue, turquoise, yellow and white.
On the other, a 80s-style nylon tracksuit set featuring the New Man logo in relief print on the back of CARLO nylon tracksuit jacket and HENRI nylon jogging pants, or the all-over logo print, for a very graphic rendering of the LEO nylon tracksuit jacket and the PAUL nylon jogging pants.
Enlarged, diverted, in its original version or its spiral sport version, the logo is worn as a banner, announcing the beginning of a new era, that of the return of New Man!
These silhouettes were presented during the Summer 18 Youth Brigade fashion show organized by the creative label at Lycée Turgot in Paris, during the Fashion Week Homme.
A Fashion Statement that seduced the press and buyers. The collaboration was distributed in a network of exclusive concept stores from Paris to Tokyo, via Milan and Los Angeles.
Echoing the two streetwear couture denim and nylon silhouettes presented during the Paris Fashion Week in June 2017, our creative teams imagined a 7-piece jersey capsule, inspired by the streetwear style of the 1990s, where oversized cuts and graphic details went hand in hand.
For the occasion, Andrea Crews founder proudly wore her New Man vintage polo and told us of her desire to reinterpret this iconic New Man’s in a XXL version, classic for men but that women could wear as a dress, with a pair of sneakers for a cool streetwear style.
Repeating three emblematic colors of the New Man Spring-Summer 2018 palette, the golden yellow, ecru and indigo blue, we choose between Ollie the men pique cotton polo shirt, and Bonnie the women pique cotton polo dress in a XXL version with a tri-color graphic that highlight the New Man logo on the chest.
Find now the polo New Man x Andrea Crews OLLIE in its classic version and its XXL version BONNIE, EXCLUSIVELY ON INTERNET and LIMITED EDITION on www.newman.fr
Next drop with more styles in 3 weeks !
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