For their latest lookbook, Urban Industry shine a light on one of Britain’s best newcomers of late; Percival.
Taking a selection of jackets and tops from the brand and mixing them up with some other seasonal stock from the store (including Levi’s, Gourmet, Pointer, HUF and The Quiet Life), Urban Industry have created a lookbook that puts Percival into the streetwear realm. It’s something not really seen before, although streetwear heads have embraced the British menswear brand, but it’s nice to see Percival in a much more streetwear light. Put simply; it works.
Urban Industry seem to be watched very closely when they do a lookbook, with people being quick to fire in with their opinion. It’s flattering I suppose. I must say, although better than their last Summer lookbook, the selection of model for this shoot just isn’t quite there. The guy doesn’t look completely comfortable in a lot of the clothing to me.
All faults aside, the use of colour in this shoot, via location, is really nice. The soft pastelle blue back drop of the metal wall, mixed with a muted red in the brickwork works wonders. Location is so important when it comes to making or breaking a lookbook, and Urban Industry have done well here, picking backdrops that both compliment and highlight the clothing as needed.
Percival is a fantastic brand and a proud addition to the list of British menswear brands that are doing so well at the moment. It’s great to see them getting such strong recognition from one of the UK’s leading streetwear stores, and really interesting to see the product styled for a slightly different market.
Head over to Urban Industry where you can pick up any of the items featured today.