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Break the Definition -- The Analysis of 7440.37.1 The Menswear Designer Brand
The avant-garde Chinese streetwear brand 7440.37.1 is named after the accession number of argon, a kind of inert gas. "Inert" has become an ideology. The brand aims at getting inspiration from our daily life and transferring it into clothing design. Color, tailoring and fabric is the only media for 7440.37.1. Different from other streetwear brands, the brand centers fabrics and crafts around the topic of microorganisms.
Suprematism -- The Analysis of 7440.37.1 The Menswear Designer Brand
The theme of 7440.37.1 S/S 2021 collection is Suprematism. This theme focuses on the basic geometric shapes, such as circle, straight line and rectangle. And black and white are the two main colors of this collection. Except for the changes of structures, the application of suture also echoes the geometric theme.
Walkmans -- 7440.37.1
Walkmans include tape readers, CD, MD and MP3. With the developing of technology, they are gradually out of date. 7440.37.1's S/S 2019 collection centers around walkmans. The shirt with homespun florals is novel, and a range of abstract graphics on tees and short-sleeved shirts and shorts add a intense retro experimental aesthetic.