Monday, 20 June 2011

Hoosier™ streetwear

”My God”, she said, ”are you a Hoosier?”
I admitted I was.
”I'm a Hoosier, too” she crowed.
”Nobody has to be ashamed of being a Hoosier.”
”I'm not,” I said. ”I never knew anybody who was.”

Kurt Vonnegut, ”Cat's cradle”, 1963

Hoosier is the age-old nickname of the US State
of Indiana although in other parts of the country
the word has been adapted to other, often
negative, meanings referring to poor white
people, homeless persons and vagrants.

The rambling lifestyle of a hobo, you
know, a person without a setlled home or
regular work wandering from place to place,
inspired Hoosier™, a streetwear label created
by the third year's fashion & design students of
IED, the European Design Institute of Turin, Italy.
Hoosier™ brand, now a registered trademark,
continues its journey in the hands of 2011
graduates from fashion and textile design
and jewelry and accessory courses.

The young designers involved in the new
collection replicated every stage of a fashion
company process from design to mktg. and
sales plans having a real professional
experience during which, in addition
to acquiring specific skills, they learned to
deal with all problems related to the 
dynamics of a clothing company.

New for 2011 is the brand's introduction of a
line of accessories to go with the items of
clothing: bags and shoes were actually created
as a completion of the hobo concept, the bag
a 'container' carrying his own personal world,
the shoes as a symbol of constant journey.

both studio images © E. Piva/Hoosier™/IED

Presented last week in Florence during Pitti
Immagine Uomo, Hoosier™ caught my eyes
for its easy and energetic look and for the
whole work behind it, not to mention
the branding promotion.
Down-and-out inspired yet beguiling.

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