New To HIP: forét
When forét (French for forest) was founded in 2014, it sought to capture its founders’ nostalgia of growing up in the great outdoors in rural Denmark.
This experience guides the brand’s aim to provide modern functionality – covering all sides of the contemporary wardrobe to fit in both tranquil outdoor life and urban city lifestyle. In finding this versatility, forét urges us to slow down; to find stillness and simplicity in our everyday lives and clothing habits, inspired by the natural world.
This mantra translates to timeless casual pieces built to last, all made with a focus on reducing environmental impact and looking towards a more responsible future.
forét – New To HIP For SS23 – Online now.
New To HIP: GANNI
Since husband-and-wife duo Ditte and Nicolaj Reffstrup took over Danish womenswear brand GANNI just over a decade ago, they transformed it from a niche cashmere label to a global icon with an international community of ‘GANNI Girls’.
GANNI has turned into a lifestyle, influenced by the effortless cool and laid-back personality of Copenhagen where the label’s HQ is. Within GANNI World the brand hosts a podcast and a monthly series of inspirations by GANNI Girls, including outfit edits and chats with fascinating creatives like chefs and authors, whilst GANNI Guide curates the things and places key to the brand’s outlook.
Inspiring confidence in modern women, GANNI projects a relaxed approach to fashion that celebrates self-expression and individuality. GANNI is unique in that it has created its own version of Scandinavian style. The label flips the conventional Scandi design theme of minimalism on its head, creating playful feminine styles that remain understated enough for everyday wear.
Another important part of GANNI is transparency. The brand takes a holistic approach to ‘responsibility’, being honest about their manufacturing processes and striving to make better choices everyday – both big and small. It focuses on using up-cycled and recycled fabrics to fulfil the cult GANNI aesthetic, making timeless items that will outlast trends.
GANNI – New To HIP For SS23 – Online now.
New To HIP: GR10K
GR10K is an outsider carving its own path within modern fashion. Born in 2019, the label operates as a subversive hidden collective. GR10K is concerned with underground social pockets and the deprogramming of cultures. Each collection is a way to investigate the groups and structures detached from civil society. This idea translates to clothing as the brand recontextualises the true purpose of a garment based on its research. GR10K does not make items out of novelty. The label explores the lack of depth in modern clothing consumption by establishing the different realms in which a garment can operate.
This identity is seen through industrial workwear uniforms and military-grade styles, pushing the boundaries of what clothing can represent. GR10K often uses upcycled fabrics from its parent company – Grassi Alfredo SPA, an Italian factory that has been producing uniforms designed for labour intensive industries and the military sectors since 1925. Reworking the most technical fabrics into sleek utilitarian styles, GR10K’s uniqueness lays in its ability to maintain a fabric’s original purpose and nature. This includes some of the most technical fireproof and water-repellent materials.
In terms of the brands final aesthetic, it manages to sit between genres like military-wear, sportswear and utility clothing – introducing versatile styles that remain subtle enough for continuous wear.
GR10K – New To HIP For SS23 – Online Now.
Camber USA At HIP – History Of The Iconic Sportswear Brand
Who Runs Camber USA?
Camber USA is ran by Barry Schwartz, who comes from a long lineage of garment makers. The family initially started out making women’s coats, but the business closed in 1977 after a fire swept through the factory. Camber is old school in many senses. Schwartz runs a wholesale-only operation, dealing with businesses from large fashion retailers to local American industrial companies. Schwartz oversees every aspect of the business himself, and his team of 30 sewers and 2 cutters often work through orders in the sequence they arrived. This is one of reasons why Camber has become so coveted and hard to find – the company sticks to its way of working at every turn.
What is Camber USA?
Camber USA makes classic athletic sportswear – hoodies, sweats and pants that are regarded as the best in the market. Camber’s cult status stems from its superior quality and the appeal of its made in the USA production. Whilst the label uses different textiles, one of its key fabrics is Cross Knit. The Cross-Knit is an American cotton that Schwartz developed over 30 years ago in a Pennsylvania mill. The fabric is 90% cotton and 10% polyester and renowned for its heaviness. The inside feels soft and cosy, whilst the outer is durable and tough, explaining why Camber has built a legendary reputation of made to last in its most true form. Loyal wearers of the brand have noted Camber pieces lasting for decades.
How Does Camber USA Fit?
The fit is boxy at first, but shrinks nicely with washes to end up as slightly boxy – a classic athleisurewear fit. The fabric also becomes softer after washes – another reason for Camber products’ longevity.
Our latest Camber USA collection at HIP is online now.
