This September, boohooMAN launches its first ever skate capsule modelled by the skater’s favorite skater, Boo Johnson– being the first of its kind, the line adds to boohooMAN’s ever growing demographic.
The 27 year old inspired a concept, a collection which embodies skateboarding culture, California streetwear style and Boo’s day-to-day fits. Relaxed, oversized silhouettes including hoodies, sweaters, tees and cargo trousers are combined with a color palette of utility and ecru variations. Pops of color are seen on various styles including a classic pink stripe tee and the most statement item of the capsule, a sunflower print teddy jacket.
The range is versatile in its offering and allows the customer to be creative in styling. Kept at the core of the collections theme is Boo’s life motto; ‘Peace & Love Worldwide’, ever prominent and powerful.
The parallels drawn between skate culture and streetwear, bring together a community in itself, a sport and an art form. This is reflected in the aesthetic of the shoot. The first location, downtown Los Angeles, takes on a street style vibe while the second location, a remote pool re-designed by artist Luke Hayes in the Mojave Desert of Southern California allowed for some of the campaigns more eye-catching visuals, focusing on psychedelic graffiti.
“For me, this campaign embodies so much more than meets the eye. Skateboarding carved a significant place in street style a while back so Boo has always been somewhat of a muse to us. It was a natural fit from the beginning, our vibe and style aligns perfectly.”
comments Creative Brand Manager, Cleveland Campbell.
With price points ranging from £8 – £40, the collection will be available globally on www.boohooman.com from Tuesday 15th September.
Online global retailer boohooMAN.com is the leading, pure play online, shopping destination for young men. The brand continues to push boundaries and capitalize on opportunities in the influencer sphere to bridge the gap between product and their core customer. Since 2016, boohooMAN.com has executed successful campaigns and design partnerships with talent such as Quincy, Tyga, Rae Sremmurd, French Montana and Quavo.
The brand engages with millennials in unique capacities and continues to explore this avenue to generate engagement on both an international scale and regional level in order to stay on the pulse of their target consumer.