MILAN, Italy – Italian sportswear brand Colmar has launched a digital platform dubbed A.G.E (Advanced Garment Exploration). The platform is dedicated to reinterpreting the DNA and heritage of the brand through product innovation. American designer Shayne Oliver, known as the mastermind behind the popular streetwear brand Hood by Air, is the first creative to collaborate with Colmar.
The first capsule collection is comprised of three drops, each featuring experimental designs. Exploring exaggerated proportions, the designer also introduced new colourways for the outerwear, inspired partly by Colmar’s archives from the ’80s. In the first drop, there are oversized puffer jackets in classic navy or muted khaki interjected with shots of baby pink and fluoro-green.
Collaborations between heritage brands and innovative young designers with social media clout are a way to inject fresh energy into a brand. It’s clear that Oliver’s designs are aimed at appealing to an international clientele who would not normally be drawn in by the signature styles of the 95-year-old brand. In this day and age staying relevant is critical. Colmar’s collaboration with Oliver is a move to attract a younger and more fashion-conscious customer.