PHUG’s recent release stands unprecedented, the last drop of Spring/Summer 2020 saw the website become flooded with thousands of visitors in just seconds of it going live on www.phug.co.uk selling the whole collection out in under 20 minutes. Titled ‘A Cold Summer’s Night’, PHUG had blown expectations out of the water as they surpass design norms and took an experimental route for the latest release that includes never-before done knitwear and denim items.
Designed by founders and creative director duo Amir Hossain & Soren Harrison, the previous 1975 collaborators took to the south of France to capture the captivating lookbook which is partnered by content curated by familiar PHUG family faces. Presented in 35mm film and medium format photography, the lookbook illustrates PHUG’s creative lifestyle which holds no bounds. Provoking thought channelled by design, PHUG deliver storytelling graphics across all of their pieces, a design element that’s become so staple to PHUG, adequately demonstrated in this last spring/summer offering.
Statement items include the ‘Treehouse’ Knitwear in charming cream and popping purple, the perfect item for ‘a cold summer’s night’. If you were fast enough to cop and didn’t sleep on the release, you would know the knitwear was the most sought after piece from the recent drop, that second to the impeccably embroidered ‘Good Vs Evil’ denim seen debuted in a jet black and light blue wash. The launch of never before done items like the knitwear and denim came complemented with an already anticipated ‘Homosapien’ sweatshirt in Forest green & Chocolate brown. The ‘Homosapien’ sweater first reached the surface at the start of SS20 in spring pink. As a part of their on-going creative works with Platinum-selling artist Boy Pablo, as well as spearheading a new turn of direction with the support of a full in-house creative team, PHUG is not a brand to be slept on, their global community had spoken.
The new launch of Spring/Summer must-haves are complemented in a lookbook editorial captured by Director & Multidisciplinary creative Amir Hossain & Soren Harrison, previous 1975 collaborators took to rural France to bring the season finale to life.
Better luck next time, stay connected with all things PHUG by following their social media channels! @phug