As a city dweller with a penchant for both streetwear and outdoor gear, I must say that Marmot Capital‘s FW24 collection has truly captured my heart. Having spent many a chilly night under the Northern Lights, I can appreciate the nighttime hues that this collection evokes so beautifully.
For a year now, outdoor brand Marmot has been running its Marmot Capital diffusion line, overseen by Kikuno Kiki of PURPLE THINGS streetwear label from Japan. This line is tailored for urban wear instead of the primary line’s backcountry aesthetic. As the brand refines its identity, it unveils a fresh FW24 collection this season.
In contrast to the vibrant and striking FW23 debut, this collection leans towards a more subtle approach. The brand emphasizes simplicity by predominantly using single-toned materials, trimmings, and design elements. Yet, the campaign showcases an intriguing blend of various textures, such as matte shells, glossy lightweight technical fabrics, and plush fleece jackets. This combination adds a sense of depth to the overall minimalist style, with matte shell layers serving as a foundation, while the lighter materials and soft fleece jackets add a touch of warmth to the monochromatic aesthetic.
The overall color scheme has an evocative resemblance to the colors seen in the Aurora Borealis at night. Notable pieces include a ski jacket in a deep beetroot tone and a subdued neon green puffer jacket, which softens the “BRAT green” trend that was popular on the internet this past summer. Marmot Capital subtly incorporates logo elements with intarsia Marmot beanies, a hoodie with a vintage black-and-white breast graphic, and a long-sleeve crewneck sporting an old-school Marmot sports logo, without overdoing the retro vibe.
Following the May 2024 launch of the Marmot Capital x Crocs QT Low, our latest assortment is inspired by it. This design refreshes the 2010 Crocs Quick Trail Low with a vibrant purple mesh collar and adjustable bungee laces.
The FW24 collection will be available on September 12 at Marmot Capital stockists.
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2024-09-11 00:56