Fashion Hits Peak Normal Clothing

A recent editorial on Highsnobiety has questioned whether streetwear has reached 'peak normal' clothing, using Stüssy's latest collection as a primary example. The piece argues that while the quality of everyday garments is high, many brands are failing to inject distinct personality into their designs, making it hard for consumers to spot truly special items.

The Stüssy Example

The article's author was prompted by Stüssy's new lookbook, which they found to feel ordinary, asking 'Have we hit peak "normal" clothes?' They were clear this was not a criticism of the brand's overall quality, noting a long-standing admiration for Stüssy's 'consistent good taste' and its clear 'cool California surfer' identity. The brand cannily owns everything it does, and its collections comprise good stuff, like the just-sold-out thermal camo hoodie. However, the imagery in this latest release was described as overly familiar, featuring plain T-shirts, sweatpants, puffers, and polo sweaters that echo offerings from 'nice' clothing labels globally.

The Search for Personality

The editorial posits that clothing itself has never been better for quality. The identified problem is not the garments but a perceived lack of distinctive character in much of what is being prominently showed. It suggests that 'clothes with personality' do exist and often come from the same labels pushing normalcy, but they are getting lost in the noise. The piece points to a resurgence of logomania as a potential reaction, where overt branding feels like a substitute for a missing design personality, because 'It feels like a personality.'

The Challenge for Established Indies

Highlighting a trend, the author notes that many indie labels currently generating buzz are actually over a decade old, perhaps due to the industry's glacial acceptance of fresh talent. They cite the 11-year-old brand AURALEE as an example, famous for 'simple' stuff that's anything but, use bespoke fabrics, subtly exaggerated cuts, major takes on staples, and staggeringly pretty runway shows. Yet, the article argues that amidst an inundation of elegant, understated stuff, it becomes difficult for the layman to distinguish these nuanced, high-quality pieces from more ordinary offerings.

The Onus on Brands

the responsibility is placed on brands to better communicate the value of their classic designs with pizzazz. The editorial states that all the beautiful shoots, garments, fabrics, and finishings only exist when people actually see them. 'Consumers, for better or worse, only see what they see,' the article notes. As 'normal' clothes become the norm, brands must do the 'heavy lifting' to highlight the small, defining touches that make their gorgeous garments a big deal, effectively leading the consumer to appreciate the depth within the simplicity.

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