"There's an exhaustion with trying to seem different. People are genuinely tired by the fact that to achieve status you need to be different from everyone else around you." This trend stems from Normcore, which began it’s life as anti-fashion. It was about an anti-style, about looking conventional, un-descript, anonymous and low key. Fashion has long been about making a loud statement - but blending into the background is suddenly a way of standing out.

Previously associated with Scandi style, SS19 has evolved Normcore into something more street and outdoorsy: influenced by Japanese silhouettes and the desire to escape our screens and experience nature. It’s a combination of core classic essentials with a utilitarian feel and durable fabrics. 

People in this trend are switched on to the world and issues around them: they consciously consume and although they might not be the ones marching and screaming for change, they are actively making a difference with the everyday, educated, lifestyle choices they make and promote.


Minimal Utility is effortlessly unisex and forward thinking, with muted tones, pops of colour and practical shapes.



Patagonia's MIssion: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Minimalist and articulated clothing for movement - so you can stay focused on the things that matter.

Oi Polloi

A mens clothing website - that really caters for the street-wear side to this trend.


'Offering essential products for men, women and children. Our mission is to democratise quality clothing through accessible, well made, durable products designed to be used and loved for a long time."


A Danish rainwear company founded in 2012, the classic raincoat has never been so chic.

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