Weekly dose of microtrends that will shape our future
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NWO.ai's weekly pulse: Streetwear Releases, An American Past Time, and more

by Jack LeeHoffman

Edited by Julia Myers

Hello readers, and welcome to this week’s pulse. We hope you’re ready for the latest streetwear trends. Maybe you’ll find your next “cop” and upgrade your wardrobe.

I. Streetwear meets Sportswear: Kith x Columbia

NWO.ai's signal for "Kith Columbia"

Kith and Columbia Sportswear have a long history of collaboration, and the brand’s latest iteration hit the shelves this month with our AI predicting continued hype surrounding the release. The impact score for Kith Columbia has increased by 850% in the past six months and does not seem to be slowing down anytime soon. So the question remains, what is driving the hype behind this collaboration?

This spring, Ronnie Fieg, and Kith have been working on collaborations with the New York Knicks and Advisory Board Crystals. Still, their arguably biggest collab is with a familiar brand, Columbia Sportswear. This will be the sixth time the brands have worked together, marking a lasting relationship representing the merger of streetwear and sportswear. All of the previous collections released by Kith and Columbia have generated large amounts of hype due to the limited nature of the release. We believe the limited inventory and Kith and Columbia’s history are driving this trend. Be on the lookout for some of the looks from the collection this summer, as this drop seems to be following suit, generating large amounts of hype.

Here is the link for the full collection by Kith and Columbia.

II. The Rise of Preppy Streetwear

NWO.ai's signal for "Preppy Streetwear"

Preppy style has been working its way into the streetwear industry in recent years, and our AI is predicting continued growth for the style. Over the past year, the impact score for Preppy Streetwear has increased by 149%. This illustrates that the preppy style in streetwear has been on the minds of consumers, and we predict continued growth in the future. In the past year, search trends have increased by 50% for preppy clothing, while our AI’s future estimate predicts growth throughout the next year. Consumers have shown a growing interest in preppy styles from streetwear brands, but what is next for the trend?

NWO.ai's signal for "Golf Streetwear"

The answer: golf streetwear. Over the past year, the impact score for Golf Streetwear has increased by 316%. The future estimate for this trend forecasts continued growth into the next year, potentially reaching new heights. This trend seems to be driven by designers looking to change the status quo in the golfing world and make it more inclusive, and consumers are getting behind the trend.

NWO.ai's signal for "Malbon Golf"

In the past three months, the impact score for Malbon Golf has increased by 255%, and the future estimate predicts steady growth for the rest of the year. Malbon Golf was started in 2017 and has been at the forefront of the golf streetwear industry. They have worked with celebrities like rapper Schoolboy Q and giant brands like Nike and Beats by Dre. These collaborations have helped the brand gain momentum, and it seems they aren’t slowing down soon.

Here is the link to Malbon Golf’s website if you want to check them out.

III. Teamwork makes the Dream Work: Calvin Klein x Palace

NWO.ai's signal for "Calvin Klein Palace"

Another highly awaited collaboration is set to release today and tomorrow, and it comes from the fashion giant Calvin Klein and skateboard company Palace. Palace has grown rapidly in popularity in recent years, largely due to its various collaborations. The impact score for Calvin Klein Palace has grown exponentially, increasing by 900% in the past six months. The future estimate predicts continued growth for the trend throughout the next year.

This growth has been spurred by the highly anticipated release of CK1 Palace, the name of the collaboration between Calvin Klein and Palace. The release will include denim pieces, undergarments, fragrances, and more. In addition, the collection features a classic color palette focusing on black, grey, and white. They will also be releasing a pair of Vans with the name “CalVANS.” This collaboration seems to generate a large amount of hype that may help both brands continue to trend into the future.

If you want to see the entire collection, here is the link.

IV. The Shirt for Summer: The Bowling Shirt

NWO.ai's signal for "Bowling Shirt"

Although you may not be a bowler, the bowling shirt has been trending upwards, indicating that this style may be your new summer staple. The impact score for Bowling Shirt has increased by 196% in the past year, and our AI forecasts continued growth, especially in the summer months. In addition, brands featuring the classic style have leveraged floral prints and new designs, helping drive consumer demand.

Reginald Christian, a fashion marketer for Saks Fifth Avenue, believes the bowling shirt is here to stay, saying, “Today we can find this shirting style updated with fresh fabrications such as silk or eye-catching prints that feel modern.” Designers have also noticed the trend, with NYC-based Todd Synder saying, “Bowling has always been part of Americana, and the bowling shirt has that retro appeal that can be worn by anyone. It’s simple, it’s timeless and it can be created in endless iterations.” American nostalgia coupled with fresh patterns, prints, and materials seems to be driving the bowling shirt trend upwards.

Bonus: Summer Scents

NWo.ai's signal for "Elorea," "Tom Ford," "Dolce Gabbana," and "Chanel"

Summer is here, and we have you covered on the latest fragrance trends so you can wow the crowd at your next boozy brunch. Over the past year, the impact score for Elorea has experienced rapid growth, increasing by 751%. Moreover, the future estimate is also positive, showing steady growth in the coming months. Elorea was founded in 2020 by Wonny Lee and Su min Park to create a Korea-centric fragrance brand rooted in community.

The brand seems to be resonating with consumers as they have grown steadily in the past year, while other household names such as Tom Ford, Dolce & Gabbana, and Chanel have seen downward trajectories since the beginning of the year. The new brand offers unisex fragrances that are cruelty-free and have no harsh chemicals. Elorea also outsources high-quality ingredients from South Korea. The new face in the scented space seems to be making a splash and may continue to outpace fragrance giants.

Here is Elorea’s website if you want to check out their products.

Thank you for tuning into this week’s inflection point. We hope you enjoyed it! As always, tune in next week and have a great weekend.


About NWO.ai
NWO.ai's predictive platform enables leading Fortune 500 companies and government agencies to anticipate and track global cultural shifts by aggregating, analyzing, and producing actionable reports on human-generated data. We are leveraging petabytes of external, noisy, and unstructured data from various sources
including search, social media, blogs, news, patent databases, SEC filings and we are continuously adding more sources. Our mission is to answer the what, when, and most importantly, 'why' behind a consumer trend and enable our customers to detect these shifts as early as possible.

P.S. We're hiring! Check out our open positions and let us know if you'd be a good fit for our team. We're growing quickly and adding several engineering, sales and customer success roles to help us decode the anatomy of next.

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