Joe’s Spring 18 – Men

For this collection, we wanted to show the carefree casualness of Joe’s customer. Self-assured, he opts for the natural look: a reflection of his confidence and no-need to please. While being ambitious, he has a playful side: a naturally rebellious spirit. His experiences are reflected in his clothing: a broken tee, a battered leather jacket: tokens of treasured memories that have become his uniform. The road trip background sticks seamlessly to that concept – everywhere he goes, he makes the best of it and is ready for the next adventure.