FUTUR debut collection


There’s not a lot we know about FUTUR and their origins. They’re calling themselves a ‘European based label’ and going by the location of the lookbook, shot by photographer Sara Sani, it looks as if the brand has ties to the UK. One thing that’s evident though, is that FUTUR’s debut collection is a promising start.

Mixing polished aesthetics and a strong graphic narrative, the collection covers all bases. There are tees and sweatshirts complimented by outerwear and headwear pieces. The graphics don’t push any boundaries but provide us with a starting point to get the know the brand more. There’s a nod to the European union flag emblem in one graphic and also what looks like a Matisse inspired piece in another. Overall the colour palette remains reserved, which works, with navy, white and burgundy emphasised on certain pieces. The lookbook helps to further communicate FUTUR’s aesthetic with photographer Sara Sani (styling by Seetal Solanki) highlighting the simple graphics and key pieces against a London backdrop, bringing the collection to a street level.

Seems appropriate then that you can pick up FUTUR’s debut collection from Footpatrol later this month.

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Chris Benfield

Chris is a multi-disciplinary designer working across editorial, print, identity and digital for a variety of industries. Previous clients include Nike, PUMA, Dazed & Confused and Boxfresh.

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