The London based and bedroom-born brand turned globally acclaimed community has announced its most experimental collection to date for the Fall/Winter 2020 season.
PHUG illustrates the first taste of their creative chaos that fuels a full 30+ piece AW20 collection which embodies their graphically playful designs straddling across winter warmers. They include charming knitwear, heavyweight hoods, skate-inspired t-shirts paired with a selection of matching hoods and sweats. Also expected to release is a remix of Phug’s sold-out corduroy trousers in four tasteful colour-ways. The first instalment debuts a never-before-done jacket emblazoned in various speciality patches dominating a navy oversized MA-1 bomber jacket. The freshly released drop is titled ‘Triple-A’ – a befitting title that comes to life, with its meaning ‘Access All Areas’.
The debut Fall capsule launched live on Sunday 4th October and is explained by Co-Founder & Multidisciplinary creative Soren Harrison -“Inspired by a time when getting an AAA photographer pass felt like everything – we wanted to design a drop that paid homage to all the people who know that feeling, who have or are yet still trying to get their foot in the door – wherever that may be. Dedicated to a generation behind the curtain, we thought a jacket with patches like PHUCK THE SUITS and IM WITH THE BAND might be more than appropriate”
The capsule also offers a hand-dyed, spacious tote bag and unveiled three colour-ways of graphic T-shirts, blending emerald, light pink and blackout hues. To finish, the release is not a truly PHUG without a fun sticker and accessories pack complete with stickers and printed badges. A pass of approval for the winter season ahead, the PHUG brand is a uniform for the inner-city and rural dreamers and designed this collection with “You & I” in mind. An official campaign video was produced to announce the collection featuring alternative music show-runners Boy Pablo & Jimi Somewhere who sport the new items they way they should. Watch the full video here at vipermag.com
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