A group of young men with a lost, disoriented appearance occupy an undefined space. Their confused emotional state is conveyed through the chaotic arrangement of the imagery and the layering of diverse stylistic references. Their bodies inhabit the space passively, gradually merging with their surroundings. In contrast to the melancholic atmosphere, the vibrant colour palette prevents the scene from feeling bleak, giving it
instead a sense of
innocence and naïveté.
Thanks to the rise of streetwear, an increasing number of young people are developing an interest in fashion beyond the boundaries of street culture. The target audience consists of men aged 16 to 27 who see fashion not only as a means of self-expression, but also as a way of connecting with like-minded peers. Their wardrobes combine streetwear with classic menswear staples, and they are unafraid to experiment with style or stand out from the crowd.
target
The garments in the collection draw inspiration from elements of domestic furniture, reflected not only in their silhouettes and fabrics but also in details such as pockets and buttons. The target audience values both practicality and comfort, while placing equal importance on visual impact. To meet the needs of its wearer and reflect their lifestyle, Sad Boy Hour positions itself between a contemporary reinterpretation of streetwear and formal menswear.
product
color chart
fabrics
