p26 Urban wear:Layout 1 16/02/2010 13:12 Page 26
URBAN WEAR
The word on the street
The hoodie phenomenon shows no sign of abating. It's the garment of choice for everyone,
from fashionistas like Paris Hilton, to university students and football teams, to the guys at the
local garage. Now pundits are predIcting that hooded Ts are set to take off in a similar fashion.
Here's our latest take on the urban wear scene.
BEECHFIELD
B665
Headwear that’s straight out of retail
Beechfield’s latest fashion headwear is streets Europe’s
ahead in terms of both design and credibility. most high
The brand has focused heavily on its fashion profile
offering for 2010, with two styles specifically international
targeted at the urban wear market – the B461 fashion
Slouch Beanie and B665 Rapper Cap. industry
“The Slouch Beanie style is the first choice exhibition
headwear for many young fashionistas this and reported
B461
winter,” says Beechfield’s Roger McHugh. “The that ‘all the kids’ at
B461’s soft rib knit (in 100% acrylic) and over-size the show are wearing ‘Rappers’,” adds Roger. the return on the original
crown with its ‘over the ears’ slouch fit mean it is He adds that the Rapper style has been investment,” says Roger McHugh.
as warm to wear as it is cool to look at. Black, off popularised by urban music stars, both in the USA The Rapper Cap is instantly recognisable on
white and smoke grey colours underline its unisex, and in the UK, with credible and increasingly account of its perfectly flat peak. And every cap is
urban fashion appeal.” influential artists such as Mercury Award winning supplied with a ‘B665’ sticker on the peak,
The B461 has been developed with the decorator Dizzee Rascal making it the new de facto mirroring the presentation of similar products in
in mind and provides a great background for headwear choice for street and club. retail. Made from 98% cotton/2% elastane, it has
embroidery and badges. “The Rapper gives promotional customers the an elasticated crown and is available in music-biz
For spring and summer, Beechfield is backing the headwear style that youngsters want to wear, in black or on-trend white.
new B665 Rapper Cap to be the ‘headwear hit of an affordable and easy to decorate form. It’s the
2010’. type of product that will be valued and retained by For more information contact your usual Beechfield
“Our product design team has just returned from members of the target audience, greatly increasing distributor or visit www.beechfield.com.
| 26 | March 2010 www.printwearandpromotion.co.uk
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