Hood By Air Returns for Good


When Hood By Air announced that it would be ceasing production in 2017, an expansive void was left in its place. ⁣

Founded in 2006 by then teenager Shayne Oliver, Hood By Air quickly grew from obscurity to worldwide movement. It was a much needed breath of fresh air from the start, characterised by performative storytelling based on real world issues.⁣⁣

Hood By Air AW2016

His designs embodied the zeitgeist by way of their gender neutral silhouettes, oversized hybrid garments, graphics, and instantly recognisable logos. All the while, HBA never compromised on it’s values, pulsing with themes of sexuality, humour, race, power, and alienation.⁣⁣

⁣⁣

By 2014, the label had already been the recipient of two of the most prestigious awards in fashion - the inaugural LVMH Prize, and the CFDA award for menswear. HBA’s critical acclaim was reflected in commercial success, being regularly worn by Kanye West, Kendrick Lamar and Rihanna to name a few. A$AP Rocky even closed the brand's AW13 presentation adorning an oversized logo neoprene jacket. ⁣⁣

Rihanna in Hood By Air for the 2016 VMA's

In recent years, it became clear that HBA was hugely influential in the luxury streetwear trend that swept through high fashion. As Virgil Abloh put it, “Shayne Oliver’s existence and the culture that created Hood By Air in my mind are vital to what we have today as a mixture of fashion and so-called streetwear”. No doubt the likes of Off-White and Vetements would not have achieved the same level of success without Oliver’s contributions. ⁣⁣

⁣⁣

Only a few weeks ago, Hood By Air announced that they would be making a highly anticipated comeback, with a drop of graphic t-shirts quickly selling out and profits going to various BLM and LGBT charities. For the relaunch and looking forward, Oliver intends to address issues associated with mass consumerism and materialism, firmly cementing the label’s ethos for positive change through its distinct aesthetic.



[ Click The Items Below to Shop qurated's Hood By Air Collection ]


9 views