A/W 10-11 season sounds like a return to basics for APRIL77.
Whispered by a mysterious runic text, the WHITE RUNES BLACK FLAGS collection takes place somewhere between the Nordic mythology and the occult folklore.
Washes –raw black denim, used black denim, raw blue—are references to Nature, authentic and uncontrollable: rub your jean on a tree bank and you will get the Stomp, polish your black coated denim and you will have the Warsaw, or find the Gene, a homemade rinsed indigo.
Joey and Dictator, the 2 cults jeans of APRIL77, remain in this new collection, and the new hit comes with the Ride, a tapered fit.
The Runic alphabet, graphic thread, set up the mystical genesis of this FW 10-11 collection.
Back to basics. Back to nature.
Born 8 years ago, April77 went through the years bringing each season a large choice of styles, becoming a cult for its famous androgynous jeans. Inspired by youth movements and counterculture that give APRIL77 its DNA, the brand always evolves offering its iconoclast vision of fashion.
Nowadays, APRIL77 decided to refocus on its strengths. : DENIM & MUSIC Back to basics with WHITE RUNES – BLACK FLAGS, a FW10-11 collection focused on jeans and close to nature, the cloth is more than ever MUSIC.
DENIM & MUSIC concept brings you regularly new artists to discover with a unique download code on each item of APRIL77 collections.
To go with this evolution, a new website has been launched , with connections to web 2.0 plateforms such as Facebook and Twitter, where you can easily follow April77’s last updates.
Dance Tonight, Revolution Tomorrow
See the lookbook.
Photo Copyright April 77.