2021

Industry / Insights / Design Foreword Forecast 2021 When we began our forward planning in late 2019 it was climate change that had the greatest influence on our thinking. And despite months of research and hours spent analysing the future 1. Insights of our industry, we never once considered the possibility of a pandemic. From lockdown, with everything flipped upside 1.1 Sustainability 1 down, we questioned whether a report like this would still be 1.2 Travel 2 relevant given the massive upheaval and uncertainty the world 1.3 Work 4 faced. However, after reading our early draft there were two key 1.4 Culture 6 reasons we persisted. 1.5 Active 7 1.6 Digital 9 Firstly, many of the ways in which the pandemic was changing our lives coincided with changes that were already taking place. 2. Design People were already choosing to spend more time at home, 2.1 Styles 12 decentralised work was on the rise, and our digital life was 2.2 Fabric 27 blurring into our “real” life. There was also an undercurrent of 2.3 Trims & Hardware 30 ongoing subtle themes such as the want for comfort, protection 2.4 Colour 33 and to connect with nature. 2.5 Brands to Watch 38 Secondly, planning and designing for 2021 gave us a sense of optimism that we wanted to share. And while there is a About Soft Serve Studio 39 large question mark regarding how the COVID-19 crisis will change the way the world responds to the climate crisis, it is encouraging that many brands and designers are using this enforced downtime to make positive changes. It is our hope that the immediate pandemic crisis can somehow help us prepare to Presented in partnership with address the long-term environmental crisis.

The team @ Soft Serve Studio Insights

1.1 Sustainability Introduction 1 Circular Initiatives 1 1.2 Travel Safe Travel 2 Ethical Travel 2 Solo/FOMO Travel 3 Bleisure Travel 3 1.3 Work Workplace vs Workspace 4 The Third Space 4 Ethical Demands 4 Insights: The things, ideas and people Portfolio Careers 5 that are influencing customers, brands Mobile First 5 and products. 1.4 Culture Inclusivity 6 At Home Culture 6 1.5 Active Fitness Hacking 7 Growing Sense of Wellness 7 Finding the Limits 8 Health Tech 8 Design for Women 8 1.6 Digital Digital Retail 9 Gaming 9 Augmented Reality 10 a. Space Hippie 2. Jeans Redesign from the company to return by Nike 2020 will see the release of the first- their items up to six months later and Designed as an ever pair of circular jeans, thanks to the automatically get a 70% credit to buy Insights ultimate expression Ellen MacArthur Foundation’s Jeans a new , essentially turning their of circular design Redesign project. The project worked purchase into a long-term rental. Sustainability using today’s with thirty major brands, manufacturers technologies. and fabric mills to develop a set of 7. Stuffstr guidelines tackling issues such as In 2019 both Adidas UK and John Lewis Introduction waste, pollution, and the use of harmful partnered with the social enterprise practices. Stuffstr to introduce a buyback system In September 2019, Helen Clarkson, However, this positive attitude into their e-commerce platform. CEO of The Climate Group, predicted contrasts with consumer sentiment. 3. Nike Stuffstr allows customers to sell their that “halving global emissions is going According to a 2019 study by Nosto, In 2019 Nike published their “Circularity unwanted garments back to the brand to be the story of the next 10 years”. only a third of consumers surveyed Workbook: Guiding the Future in exchange for store credit. Stuffstr At the time there was a wave of said they would be willing to pay more Of Design”. This free to download estimates that the “re-commerce” sustainability initiatives making news for a sustainable product, despite more PDF guides product designers and market will double over the next five across the apparel industry and a than half believing that companies manufacturers through 10 “principals” years. sense that change was in the air. should act more sustainably. Given of circularity. that sustainable supply chains Whilst COVID-19 has disrupted will continue to cost more for the 4. Bergans that momentum, the majority of foreseeable future, and with the After partnering with fabric company the industry is still prioritising pandemic placing financial pressure Spinnova to develop a circular yarn sustainability. McKinsey & Company on consumers, the challenge for made from natural fibres, Bergans surveyed 116 sourcing executives brands is to get customers to see the launched their collection through a during April 2020 and found that value in sustainability. subscription model. Instead of buying more than 60% still believed that a bag, customers buy a subscription to sustainable materials would become Circular Initiatives use a bag. mainstream. A further 76% believed If the past year is any indication, the COVID-19 crisis would create 5. Arc’teryx sustainability efforts from brands flexibility and accelerate change. Following the success of Patagonia’s will increasingly be aimed at the Worn Wear, in 2019 Arc’teryx evolved development of a circular supply chain. their repair business into a full resale service dubbed Rock Solid. Gear sold 1. Econyl back to Arc’teryx is either refurbished Prada, Burberry and Gucci are among by partner company Trove or returned the many brands to partner with Italian to Arc’teryx for more intensive repairs, based yarn supplier Econyl over before being resold. the past year. The Econyl process of chemically recycling plastics into high- 6. ReBag quality “re-nylon” promises to provide In 2019 luxury resale company the ability to endlessly breakdown Rebag launched Rebag Infinity. The and reassemble fibres into whatever service allows shoppers who buy a. specifications a brand wants. 1 Insights Travel

Safe Travel Ethical Travel

The travel industry has shared a more growing interest in “safe” travel. People 2019 brought us the term flygskam (or Now a growing number of travellers unfortunate relationship with the global are looking for destinations that are flight shame in English). In part thanks are responding to that message. pandemic than any other industry. First, closer to home, remote or feel secure. to the work of Greta Thunburg but also The Guardian recently reported the it inadvertently aided the global spread, Google trends saw a huge spike in due to an ongoing ethical and ecological emergence of eco-travel campaigns, then it became one of the hardest hit searches for safe travel destinations at trend to reduce our carbon impact such as “flight free”, which encourage economically. The U.S. Travel Association the start of 2020, a trend that is set to when travelling. A 2018 Nature Climate people to pledge to stop flying for 12 predicted an April loss of $910 billion in continue into 2021. It is foreseeable that Change study showed that holiday months or more. travel-related economic output in the US this shift toward car-based travel options travellers contribute 8% of total aviation alone. Predictions on when international as well as camping and hiking will bring global emissions. The growth of the ethical travel sector travel might resume range from ten an increased demand for non-wheeled coincides with the emergence of slow- months to two years. In the short term, luggage, outdoor carry goods and that mo and thoughtful travel. Slow travel is international borders will remain closed perfect weekend duffle. about enjoying the relaxed pace of low long after social distancing measures carbon transport options. This includes are eased meaning a surge in domestic cruises (up 9% despite COVID-19 holidays. impacts), overnight sleeper trains (up 10% across Europe) and self-drive trips While it is expected that lock-down cabin in car-loving countries such as Australia fever will spur an explosion of travel, the and the US. COVID-19 pandemic has also created a As both the means and the mentality of travellers change, so do their travel gear needs. Just as rolling hard case luggage was perfectly suited for the smooth surfaces of airports and overhead luggage restrictions, other types of luggage is more suited to the requirements of car, train and ship travel. Then there is the ethics of the luggage itself. Recycled and sustainable materials become part of the travel story because it lessens the overall travel footprint.

2 Solo/FOMO Travel

Social media has had significant impacts on travel culture. By providing the ability for people to instantly scroll through endless images of idyllic, exotic locations, social media is encouraging Bleisure Travel a FOMO travel culture that is inspiring travellers to explore parts of the world Living in a 24 hour connected world “employees are more willing to previously considered off the travel map. Melissa Findley means being “always on”. As business travel for business if they are given @melissafindley – 100K + followers on and leisure blend in our daily life it also the opportunity to experience the Posting solo adventures is now the Instagram changes how we travel. Bleisure travel destination they are traveling to” . Also, ultimate expression of FOMO travel, is about combining some vacation time Expedia travel group found that two to and women are major drivers of this An Australian travel influencer with into a business trip, or vice versa, and it three days of personal travel is added travel trend. Pinterest recently reported regular corporate sponsored posts for is becoming increasingly popular. to 60% of their customers’ business a 350% increase in women pinning Northern Territory tourism, boutique Forbes magazine reported that trips. articles about “solo female travel”. accommodation providers and the WWF.

Documenting and sharing solo travel relies on travelling with an array of devices. The need to cary technology combined with the need to stay nimble further feeds into the ongoing one-bag travel and modular luggage trends.

Alexandra Taylor @alliemtaylor – 600K+ followers on Instagram

A travel blogger with a fanbase that includes brands such as Poler Stuff and Ace Hotel.

3 The Third Space And with no fixed workstation there such as food and drinks. is greater emphasis on portable A new professional setting is emerging The shift towards more relaxed Insights organisation solutions for office within workplaces for tasks that require spaces will naturally be reflected in hardware and accessories that allow focus with creative energy. Where the the wardrobes and accessories of employees to best make use of these traditional office ends and social spaces employees. Furthering the need for Work spaces. begin, the emerging third space breaks carry solutions that bridge the divide down the “business only” mentality to between professional and casual. Workplace vs Workspace “We’re moving towards activity- promote engaging casual conversation based workspaces which offer and a communal feel in order to spark new ideas. Ethical Demands As a new generation of talent moves employees the freedom and into the workforce, the ‘office’ is shifting flexibility to choose between Current external third spaces, such By 2025, Millennials will represent from being simply a place to work, into different workspaces, each as coffee-shops, co-working spaces, approximately 75% of all US employees, a vessel for collaboration. Business communal tables and libraries, offer causing a significant shift in the mentality leaders are updating the workplace designed for a specific activity.” areas to break the daily routine of the workforce. PwC found over half with new types of workspaces that but often fall short of providing of Millennials would avoid particular allow employees to chose their Lily Stanger, Design Lead at Mindspace. the connectivity, semi-privacy and industries due to their negative image. surrounding based on task, schedule or accessibility needed. The new type of Unsurprisingly Oil and Gas is the most convenience. As the workplace evolves, so do third space aims to recreate the essence unappealing sector. At the opposite end of management tools. Sensors and of these external spaces within the the spectrum, Patagonia emphasises both New environments are now tailored to tracking technology, such as Euclid, office itself. Effective designs mimic environmental and social sustainability as accomplish specific tasks, such as as used by WeWork, help analyse how what you would expect from high-end brand DNA - and is currently the number sound-proof phone booths, informal workers utilise each space - so they can hotels and bars – luxurious materials, one employer recognised for corporate meeting rooms and quiet pods. be adjusted for efficiency. warm ambient lighting, and amenities social responsibility.

4 Portfolio Careers

In a world that feels increasingly The advent of portfolio careers has unpredictable, curating a collection of implications for businesses across projects and side hustles can provide contracts, intellectual property and a sense of career control. This juggling technology. Employees in the gig of multiple roles is becoming a more economy are more likely to require their common path to professional fulfilment. own laptop, tablets and technology, Deputy head of research at IPSE, Chloe usually provided by their employer. This Jepps, notes that for many people, a shift has created the need for portable Mobile First portfolio career is a choice and not a workstation solutions. necessity. As organisations aim to attract the best Thanks to the ever-expanding market talent, the popularity of remote work of mobile-first platforms, such as “It’s to pursue a passion, try will continue to grow, becoming less Slack, Trello and Basecamp, the digital something new and get some of a perk and more of an expectation. workplace has pivoted to a mobile- extra income while doing Certainly, this seems to be one of the first position, removing the emphasis major topics of discussion in Australia and on a physical office even further. It is something they love.” elsewhere emerging from the COVID-19 estimated by Indeed that the majority lockdown. The benefits of remote of Australian companies (68%) have set According to the 2019 Deloitte work, both personal and professional, up a remote-work policy. The COVID-19 Millennial Survey, although only 6% are sound. A recent Indeed survey pandemic has placed even greater of Millenials have chosen this avenue highlighted the benefits of a mobile pressure on those businesses without a instead of full-time work, 50% would workforce – results included: more mobile working solution. consider it. And the majority of those productive employees (67%), improved surveyed (61%) would take additional morale (64%), reduced absenteeism While this trend is evolving it is external work to supplement their and employee turnover (57%) and also influencing the mindset of the current employment. operational cost savings (51%). new generation of workers. As Cile Montgomery, a senior consultant with Dell Technologies Unified Workspace, notes:

“As work becomes less of a place you go and more of a task you perform, employees expect to be able to work whenever they want, wherever they want.”

5 Insights At Home Culture Even before the COVID-19 lockdown, Loungewear is becoming more at home culture had been steadily presentable, designed to take you from Culture evolving. In 2018, 56% of global your living room to the online business companies encouraged working meeting. New luxurious spa treatments from home. Whether to save money can be self applied in your own on petrol, reduce daily anxieties or bathroom and even home workouts Inclusivity improve productivity, there are many are becoming more sophisticated. For reasons people prefer to spend more example the $1,500 Mirror LCD screen By its very nature, the frontier for brands time at home. that connects to a range of classes, from to address inclusivity is perpetually barre to yoga, brings live-streamed being pushed forward. Much of the Food delivery services, the rise of fitness classes into the home. focus in recent years has been on streaming sites like Netflix, improved race and body shape. As the broader shopping deliveries and even home community becomes more socially dating are helping to make “home” the aware, there is increased opportunity new hang-out hub. Now brands are for brands to cast the net of inclusivity looking to launch products that further even wider. Designing products for enhance the at-home experience. often neglected markets, such as older generations, the disadvantaged or people with disabilities, not only reflects In 2019, Nike created the laceless “Air well on brands, but can also open up Zoom Pulse” sneakers to help doctors markets that are large and under-served. and nurses get through 12-hour shifts. Design considerations included, easy Baby boomers, for example, are wipe down, extra grip rubber sole and becoming more technologically and elasticated fit. digitally savvy, and increasingly have an active presence on social platforms Slazenger in and online retail. They are also taking collaboration with a more proactive approach to health Sportsbanger and wellness, utilising Fitbits and (Johnny Banger) other wearables. A study by Statista released an in 2018 found that 77% of Australian Instagram smartphone owners were over the age campaign of 55. promoting the shoes universal inclusivity by using the slogan “29.99 for the many, not the few”. 6 Growing Sense of Wellness began as a yoga brand in 1998 has maintained an average annual growth According to Ophelia Yeung at the rate of 17% since 2015 and has over Insights Global Wellness Summit in 2018: 450 stores across the globe. In 2019 McDonald’s and KFC were amongst “Wellness has become a the many fast-food chains to introduce Active Vegan alternatives into traditionally dominant lifestyle value that is meat meals. Rapper/producer RZA has profoundly changing consumer teamed up with Tea company TAZO to Fitness Hacking behaviour and changing the release an LP of guided mindfulness sessions to help people “tap into their Maintaining a healthy work–life balance Whether traditional or innovative, markets.” limitless creativity”. And reusable water is an ongoing battle. According to the these new routines are creating new bottles and coffee cups are now a latest Household, Income and Labour daily carry needs. Take, for example, Or, more simply put, the values that fashion accessory. The recently released Dynamics in Australia survey, there has the Transforma X. This feature-heavy would have been considered part of Chanel water bottle with quilted carry been an increase in time spent working, gym bag integrates self-sanitising the wellness lifestyle are increasingly bag has a price tag of £4,410. both at work and at home, as well as a technology, heating and cooling zones blending into the mainstream. As 23% increase in time spent commuting and charging capacity into a daily office wellness is such an all-encompassing over the last 15 years. It is no surprise, use design. term, its influence is broad. then, that many people struggle to find the time to stay active. So what are the signs that wellness is now firmly established as part of While many of us have less time to the mainstream? Lululemon, which get active, there is simultaneously a growing awareness of the importance of exercise. Both the steady growth in sales of fitness trackers over the past five years and the 8.7% growth in the Health and Fitness industy in 2018 are proof of increased motivation for fitness globally.

Fitness hacking is about finding new ways to fit a workout into a busy schedule. Traditional solutions like cycling to work or joining a lunchtime running club are growing in popularity, and there is a new wave of fitness hacking innovations, such as the treadmill desk.

7 Finding the Limits Health Tech Design for Women

In recent years the growing fascination The COVID-19 contact tracing apps 2019 marked a new era for women’s with human endurance has manifested launched by Apple and Google in April professional sport. Over 1.1 billion itself in events like the Indian Pacific this year are the latest steps in their people watched the FIFA Women’s Wheel Race and other ultra-long evolution from sports into healthcare. World Cup, the Women’s T20 World distance running and cycling races. Previously Apple had announced three Cup cricket match drew the 2nd highest new healthcare studies as well as an ever crowd for a women’s sports event Naturally this interest has shifted ECG feature on their latest watch. and Nike dubbed 2019 their year for towards exploring the limits of human women. endurance and human ability. Now With tech companies positioning the people exploring these limits are themselves as the conduit between This new era of women’s sport brings capturing the publics imagination. Alex patients and medical care, expect with it a new era of women’s active Honnold’s free solo climb of El Capitan the objects we wear to become more gear. “Shrink and pink” is long gone. in 2018 turned him into a household capable of collecting our health data Innovation for female specific designs name, and Eliud Kipchoge breaking in new ways. For example, the start-up now means investing in performance the two-hour marathon barrier made asensei uses the latest generation of research across biomechanics and headline news across the world. motion sensors that can be woven into physiology to tailor gear to how women fabrics to create smart apparel. This move. Alongside the exploration of physical allows for athletes to be tracked and limits, brands have also found a then coached using the captured data. renewed interest in exploring the limits of materials and products. Or, in the case of the sub-two-hour marathon, the physical achievements were directly coupled with new innovation. Nikes Vaporfly shoe worn by Kipchoge reportedly improves metabolic efficiency by 4%.

I.S.T Corporation, HeiQ Smart Temp presented the new is an intelligent high-tech polyimide thermoregulation fiber IMIDETEX to technology. the sport market Cooling is activated at the Ispo Munich by rising body 2020 – a super-fibre temperature made of polyimide and deactivated resin, widely used in once cooling is outer space. complete. 8 Insights Digital Gaming

Nike’s SNKRS app partnered with video Burberry launched a gamified retail game NBA 2K20 to create a new play concept on its website called B Bounce As the line between real and digital life in exchange for a digital one. Guests mode called MyPLAYER Nation which alongside its new monogrammed becomes increasingly blurred, brands donated an ‘unloved’ garment to the allows players to unlock limited edition puffer jackets. Players aim for a high are reinventing products and the retail Love Not Landfill installation, which then sneakers. By reaching milestones in score to compete for a chance to win a experience to further blend the two gave them access to a futuristic pod. the game, players can redeem virtual free jacket and other prizes. realms. In the pod, a tailor unveiled a mixed- versions of these exclusive products reality magic mirror created by Holition. called “Gamer Exclusives”, as well Visitors could then try on a number of as buy them physically. Ten different Digital Retail different digital fashion garments, from Gamer Exclusives are available in the couture to streetwear. first season. Adidas’ new London flagship store showcases a range of digitally- enhanced capabilities, merging the Adidas app with in-person shopping. Over 100 digital touchpoints powered by green energy help customers to engage with the retailer. For example, the “Bring It To Me” feature allows shoppers to scan products, check stock, request their size and then purchase on the spot. RFID-enabled smart fitting rooms shift environments depending on what the customer is trying on. For example, a football jersey transports them onto the pitch at Arsenal stadium via a mixture of videos and moving imagery.

A Hot Second was the worlds first circular economy concept store in which customers traded a physical product

9 Carlings, the company responsible Fortnite is one of the most profitable Augmented Reality for the world’s first digital-only video games of all time. In 2018 alone, collection, has launched a T-shirt whose aesthetic in-game purchases, such as Berlin-based duo Trashy Muse held logo triggers designs to appear via skins and “emotes” (dance moves), the world’s first virtual avatar fashion augmented reality filters on Instagram reportedly generated $2.4 billion for show at Paris SS20, featuring exclusively when detected. The Last Statement creators Epic Games. The 2019 in-game digital models and clothes. T-shirt allows the user to share images concert by American DJ Marshmello of themselves on social media wearing was attended by 10 million players – Held at gallery EP7, the show featured new designs without having to actually making full use of the dance moves that the work of around 100 creatives from buy a new garment. the game is so well-known for. Trashy Muse’s online network.

10 Design

2.1 Styles Crossover Packs 12 Drawstring 13 Technical Lux 14 Square Packs 15 Tombstone Revisited 16 Flyers Helmet 17 Shoulder Clean Folding Sling 18 Messenger 18 Big Sacoche 19 Soft Briefcase 20 DESIGN: The detailed directions of how Heritage Shopper 21 soft goods are changing. The Broad Tote 22 Small Bags Drawstring Pouch 23 Lanyard 23 Tactical Rigs 24 Hardside Pouch 24 Travel Aluminium 25 Custom Luggage 25 Modular Travel 26 2.2 Fabrics 27 2.3 Trims and Hardware 30 2.4 Colour 33 2.5 Brands to Watch 38 Design Backpacks Crossover Packs

Crossover styles blend outdoor functionality with an urban aesthetic, and is a style recently popularised by newcomers Evergoods. Designs are moving from very minimal darted constructions toward more intricate designs involving sharp geometric patterns. Zips and functionality are blended into the pattern to create a clean facade. b.

c. d.

g.

a. The North Face, Access O2 Backpack e. Urban Research, URD Backpack b. Peak Design, Everyday Backpack Zip f. Gregory, Aspect Series c. Evergoods, Mountain Panel Loader g. Arcido, Aro Folding Backpack a. e. f. d. Millet, Avance 12 Drawstring The ultimate comfortable minimalist piece. Taking its inspiration from the classic sports style, reinvented in premium materials, such as soft buttery leather.

a. Lacoste, Drawstring Backpack b. Hypebeast X Calvin Klein, 1968 Oversized Drawstring Pouch c. Timbuk2, Sidekick b. d. Saint Laurent, Teddy Drawstring Bag

a. c. d. 13 Technical Lux

Luxury backpacks have for a long time taken vintage outdoor references. Now luxury brands are taking modern/ technical outdoor inspiration. Think exotic high-tech fabrics and lightweight features such as SR clips and shock cord. a. Givenchy, Downtown Nylon Backpack b. Engineered Garments, UL Backpack c. Burberry, Mini Mixed Media Backpack d. And Wander, 40L Backpack e. Givenchy, Bond Backpack f. Fragment X Moncler, Neoprene Pack b.

c. d.

a. e. f. 14 Square Packs Abrupt rectangular designs, often with a. Herchsel X WTAPS Backpack perfect symmetrical b. Master-Piece, 25th Anniversary Backpack silhouettes, are c. Macole, Square Cordura taking sharp, d. Beruf, Urban Explorer Backpack minimalism to the e. côte&ciel, Sormonne extreme. f. SOPH X Ace, Camouflage Fronpac The versatile shape works across categories, from work to outdoor.

b. c. d.

a. e. f. 15 Tombstone Revisited There is a renewed interest in what is probably the most iconic backpack style. New iterations on the tombstone pack utilise creative construction techniques and materials to modernise and elevate the design.

b. c.

a.

a. Ramidus, Type Day Pack d. Bellroy , Classic Backpack Premium b. Horizn Studio, Gion Backpack e. Troubador Goods, Adventure c. Killspencer, Special Ops Backack 3.0 Slipstream d. e. 16 Flyers Helmet Backpack

The classic Flyers helmet bag is a shoulder bag developed by the US Air Force in the 1950s. The two pocketed rectangular bag with a flat top-zip design works perfectly as a tote– backpack crossover. a. Bagjack X Overriver b. Porter X Marni, Men’s Backpack c. Oliver Bonas, Baden Backpack b.

a. c. 17 Design f. Killspencer, Esquire Breifcase g. Fuller Foundary, Breifcase Shoulder h. Sandqvist, Solveig Messenger Briefcase i. Sandqvist, Vilda j. Sunnei, Messenger Bags In a similar vein to crossover backpacks, k. Want Les Essentiels, Durham Messenger messenger bring an element of rugged utility to the office setting.

The flapped main opening adds waterproofing, which if combined with a substantial shoulder strap makes for a bike-friendly commute option.

A combination of premium materials and chunky buckles helps to accentuate the Clean Folding Sling a. contrast between outdoors and office. g. As the popularity of sling styles expands from streetwear into more sophisticated settings, the bum bag is being reinvented with sharp lines and clean details.

The small size of the style allows for creativity in pattern making, and brands are using this to explore origami influenced shapes, hidden access b. c. h. i. points and smart compression.

Many folding designs also adapt to different carry styles, which adds an extra level of versatility. a. Bellroy, Sling b. Code of Bell, Tourer c. côte&ciel, Isarau d. côte&ciel, Tara L e. Thisispaper, Transfer Bag d. e. f. j. k. 18 Big Sacoche

The popularity of this simple shape has mostly been driven by the Japanese market for the past couple of years.

These larger iterations of the sacoche have a broader appeal with a Western audience due to the more familiar feel being closer in size and shape to a classic . a. Code of Bell, Annex Line b. Bagjack X Eliminator c. Gramicci, Big Shopper d. MEI, Sacoche Large e. The North Face, Shoulder Bag f. Karrimor, Mars Shoulder Bag b.

c. d.

a. e. f. 19 Soft Briefcase

As the office becomes more casual so does the briefcase. Unstructured assembly combined with lightweight fabrics creates a more relaxed version of the typically formal style.

Material choice is important in achieving a design that’s both casual and office-appropriate. Fine-weave nylons and canvas like fabrics are two options that fit the bill. a. The North Face, Limonta 3way b. MEI, Tripper Extra Package c. Patagonia , Stand Up Bag d. Harvest Label, Bullet Line Brief e. Porter, Tanker Briefcase b.

c.

a. d. e. 20 Heritage Shopper

This style is earthy and echoes the straw hats and summer references of the catwalk.

Fabric that has genuine pedigree such as traditional heavy cottons or basket weaves is key to the execution. This juxtaposition of old-world fabrics with contemporary branding details creates a sense of modernity. a. Pendleton Tote b. Celine, Large Basket in Raffia c. Ramidus, Chester d. Dragon Diffusion, Kumari Basket Bag b.

a. c. d.d 21 The Broad Tote

With utility themes becoming more dominant, the tote gets more practical and broader too.

Heavy-duty nylons or waterproof cottons combined with contrast trimmings and details elevate this simple but versatile style.

a. Bottega Veneta, Pre-Fall 2019 b. Engineered Garments, Weekend bag c. Tembea, Ultra Heavy Tote d. Snow Peak, Jumbo Tote Bag e. Fragment Design X Ramidus, Tote Bag b.

c.

a. d. e. 22 Design Lanyard a. Prada, Nylon Pouch b. Tembea, Game Pouch The bags we use are a reflection of Small Bags c & d. Grater Goods, Si de Bag the small practical details of our lives. e. Burberry, Drawstring Pouch Efficient technologies such as cashless f. Wacco Wacco, Barbour payment and keyless door locks now mean that for many, a phone is all they Draw String Pouch need to leave the house.

Since around 2018 luxury and fashion brands have been releasing variations g. Balenciaga, Explorer Crossbody Pouch on the drawstring pouch, mostly h. Carhartt, Collins Neck Pouch in heritage canvas or leather. Now i. Anonym Craftsman Design, M3 Organizer streetwear and outdoor brands are j. Beams X Ziploc finding an interest in this humble style, k. White Mountaineering, Mesh updating it with technical fabrics, shock Shoulder Bag cords and plastic details. l. WTAPS, Reconnaissance Pouch e. m. N.Hollywood X Outdoor Products j.

a. b. g. h. k. l.

c. d. f. i. m. 23 Tactical Rigs Chest rigs and modular pouch set-ups Hardside Pouch first grew to prominence with festival goers and are now expanding into The success of minimal, hardside different realms due to their practicality. luggage is encouraging brands to experiment with how to adapt that A perfect vehicle for experimenting with technology to other forms of carry. contrasting fabrics or colour-blocking. Multi-functional pockets, tape strapping The rigid fabrication gives small and Velcro fastenings all add to this accessories, such as slings and survivalist streetwear item. pouches, a sense of protection and utility. Cleverly designed internal a. ACW, Utility Holster organisation is key to creating a great b. Orbitgear, Sunbeam Cobra user experience. c. 1017 Alyx 9sm, Harness Chest Bag g. Crash , Mini Icon Case d. N.Hollywood X Outdoor Products, Vest Bag h. Dior X Rimowa, Personal Clutch e. Eastpack X Raf Simmons, Pocketbag Loop i. Orbitkey, Nest f. Off-White, Combinable e. g. j. Away, The Mini

a. b. i.

c. d. f. h. j. 24 Custom Luggage Unique details add a personal touch Design to otherwise starkly minimal luggage. Personalisation builds an emotive a. Rimowa, Classic connection between the case and its Travel b. Away, Aluminium owner as well as an easy way to identify it c. Halliburton, Geo Aluminium on the carousel. d. Tumi, Aluminium Aluminium e. FPM, Aluminium Spinner Brands are developing competing Minimalist hardside luggage is elevated customisation technologies, from graphic to a premium level in a raw aluminium applications to coloured hardware to the construction. The material references Moncler X Rimowa LED screen which is the mid-century era that is influencing controlled by a phone app that allows so much of current luggage design. It you to program the stock ticker text. is also a move away from plastic and its f. Floyd, Cabin negative environmental impacts. Expect g. Roam, The Journey to see further exploration of alternative h. Samsonite, TOIIS Luggage materials for hardside luggage. i. July, Inked d. j. Moncler X Rimowa, “Reflection” i.

a. b. f. g.

c. e. h. j. 25 Modular Travel

A groundswell of efficient luggage systems is being spurred on by converging work–life shifts, such as digital nomad culture and bleisure travel. This evolution of the “one-bag a. Kosan, Travel Pack travel” notion is focused on improving b. Gravel, Bag System the versatility of luggage to adapt to c. Boundary Supply, Arris different tasks and destinations. d. ODA, Travel System c.

a. b. d. 26 Design Natural Cycles Fabrics Natural fibres are making a comeback in the market. These are not the usual suspects like cotton and linen but more Recycled ecologically sound materials, such as b. c. Synthetic bamboo and hemp. These materials are often grown close to the manufacturing As consumer demand for sustainable source and are less water-intensive than products increases so will businesses’ cotton. need to be able to offer environmentally friendly solutions. Consideration should Brands such as Bergans and Qwstion be given to the entire material supply have gone one step further by chain and the different aspects of developing their own performance environmental protection beyond the yarns using completely new techniques. recycled content. For example, the Qwstions Bananatex is made from the Ecoalf X Ana Gimeno collaboration was fibres of an ecologically beneficial d. g. made from 100% recycled products, banana palm. Bergans collaboration through Ecoalf’s Upcycling the Oceans with Spinnova has produced a cellulose- Re-purposing initiative, which cleans oceans by based fabric that they claim is fully recovering marine debris. circular. Factory offcuts and deadstock lead the way with this sustainable concept. The Pre-consumer recycled material is As fabrics become more sustainable, clever use of otherwise unused fabric made from existing waste streams the methods for finishing them do to. both diverts materials from waste streams from factories, such as excess wastage, From dry dying to closed-loop water and reduces the need for virgin materials. additional pallets and overruns. This systems, manufacturers are developing recycling process is not only great for more ecologically sound methods for Patagonia’s Recrafted programme local communities because it keeps achieving eye-catching colour. e. and Sottes’ designs provide plenty of jobs local, it also allows for easier inspiration in this regard. And Japanese production of higher-quality materials. store Recouture is a perfect example of

repurposed footwear and accessories. Post-consumer waste, such as PET bottles or cotton from discarded a. Post Consumer Waste, Fishing Nets clothing, is also able to be collected b. Hemp from the environment and turned into c. Bergans X Spinnova backpack fabric. Although this material is often d. Bananatex more expensive, it comes with a great e. Sottes bucket hat story if the chain of supply is transparent. f. Christopher Raeburn recycled tote a. f. g. Ecoalf 2019–2020 Menswear 27 Surface Treatment Cut Outs and Cages

Proprietary fabrics are being created From Alexander Wang to Nike, Soft and Quilted by exploring surface treatments and protective caging acknowledges coatings at the mill stage. An example the need for protective layers and Tying in with the themes of comfort encasing as well as style. Whether it be and protection, padded, quilted and of this is Bellroy’s Baida nylon. By heat treating the yarn, they have achieved a lattice effects, basket weave or cut-outs, jumbo puffer details bring relaxed these semi-transparent layers reveal everyday comfort. crinkled texture while retaining water and wear resistance. contrasting materials and colours. h.

a. d. g.

a. Lululemon City Adventurer Backpack Mini b. côte&ciel, Orco Tote c. Ecoalf d. Bellroy, Classic Backpack e. 300D Poly w/ Waxed PU f. 32*32 Refined Twill w/ S-PU g. Armani h Prada b. c. e. f. i. Fendi i. 28 Camo Canvas

As consumer awareness of a. Alyx, Minimal Chest Rig environmental issues grows, so does Ombre Fades b. Alyx the appetite for gear with survivalist c. White Mountaineering, Eastpak, Colour-Blocking themes. Canvas, a material tied to Bolder and more extreme renditions Vest Bag Commercial colour-blocking is a military and utilitarian uses, is ideally of ombre add a 90s rave vibe with d. American Tourister, Air Force 1 Spinner clean, simplified way to convey a situated to express this style and hints of sportiness. The focus is on e. Hype, Sunset Fade Backpack minimalist approach while utilising a its earthy woodland palette, which single-colour gradations rather than f. High Above, Dyneema Mai Tai multicolour range of retro or outdoor references the outdoors. Modern multicolours, with unfinished effects g. Dior, CD1 Sneakers Tie-Dye Print mid-tones. This style provides the camo prints are subtle, distorted, and for a one-off look. Fades are also used h. Loewe, Puzzle Backpack perfect opportunity to make use of more abstract than military-like, with a to add depth and reference themes of i. Marni, Color Block Belt Bag wastage by piecing together offcuts painterly or pixilated effect. gaming and futurism. j. Puma Sneakers of contrasting materials.

a. b. d. e. h.

c. f. g. i. j. 29 Design Trims and Grab Handles Enhancing the look and feel of the points that customers most interact with Hardware a product is a subtle way to reinforce brand values. Custom Closure Tab Details Rubberised and moulded grip areas Custom hardware has moved past cater to consumer outdoor and simply adding a logo. The opportunity Tabs are strips of contrasting material adventure needs, while leather and to create a collection defining hardware used to hold or fasten elements. This fabrics introduce a softer element to has never been easier. All materials and emerging concept is gaining traction plastic and metallic items. Handles can processes are being utilised, with CNC among high-end brands like Ellery in be used to offer customisation and water-jet cut alloys leading the pack. the luxury market. These simple detail options, which is a technique effectively elements draw attention to threaded utilised by Rimowa to allow customers Existing styles can be given a second life straps on bags and laces on footwear to add distinguishing features to their with new functionality as well as seasonal and bring a minimalist take on closures. classic case range. treatments on the hardware itself. i.

a. b. d. e. g. j.

a. Innerraum, Egg Belt Bag b. Marni, drawstring pouch c. Jordan 3 Retro Explorer Lite d. Pelican Dayventure, Backpack Cooler e. ACUNEO x UNCAR COMPOUNDED f. Rimowa, Classic g. Louis Vuitton, AW20 h Christian Dior i. MAN-TLE c. f. h. j. Spinnova x Bergans 30 Refined Rubber The rubber patch has made its way to a. Halite the luxury world. Brands such as Alyx b. Off-White and Louis Vuitton have reinterpreted c. Louis Vuttion the humble patch to bring a youthful d. Louis Vuttion naivety to their high-end leather goods. e. Apidura, Racing Series Brands are experimenting with single f. Salomon, Reflective Cap colour, scale and the interaction of the g. ASICS x Reigning Champ patch with additional elements. h. Louis Vuitton j. k. i. Givenchy Bond Bag j. Asics X Reigning Champ Appointed Reflective k. ITTI x Uncut Bound l. Rokh S/S 20 The introduction of colour, reflectivity m. Iceberg Sandal and repetition to reflective elements can help to maintain visibility and safety Hiking and Shock Cord in all conditions. There is a trend toward smaller reflective detailing with high The popularity of utility and survivalist contrast to easily define the wearer’s themes has seen a huge increase in the a. size and shape. use of hiking and shock cord. Brands l. are experimenting with a multitude of colours, weaves and widths. It is being knotted, wrapped and threaded in contrasting colours or paired with same-tone materials for a cleaner more sophisticated look.

Cord offers the possibility of allowing customers to re-thread and update colours, adding to the longevity of the b. c. e. product.

d. f. g. h. i. m. 31 Embroidered Logo Embroidery is back and bolder than ever. Scale and brand motifs are being used to introduce a laid-back aesthetic, steeped with heritage. Location, fabrics and material a. The North Face combinations are being experimented Print on Anything b. Mountain Smith, Jacket with to create unique looks. c. The North Face Raised and Recessed Clean graphical printing on boldly d. Fenty coloured bases, featuring text-only e. Neighborhood Visual depth is being explored through prints and mono-tone clip-art is being f. Louis Vuitton processes such as microinjection and used as both as the main label or in g. Brain Dead blind stamping. This is particularly a graphical descriptive execution on h. George effective for highlighting branding in accessories. Exotic materials, such as i. Adidas X Pharrell Williams smaller areas and items. Natural fibres herringbone webbing, Hypalon and j. Nanamica can also be mixed and matched with reflective patches, can be used to k. Gramicci synthetics to create a rich palette. effectively frame the print. l. Moncler i.

a. b. d. g. j.

c. e. f. h. k. l. 32 Design Colour Colours of 2021

For 2021, we see a contradiction use tonal combinations for maximum in colour, that will seem jarring yet impact and quiet sophistication, such as somehow comes together to create blue on blue on blue. newness and harmony. To maximise the longevity of products, As our world increasingly becomes colours can be used that will withstand more immersed in the digital we see the test of time and are gender neutral/ this reflected in the bright, bold colours diverse. of 2021. These will not be the usual flat brights that we have now become accustomed to, they will be fresher and Key Points To Consider more acidic. Colour can have psychological impacts At the same time the natural inclination and can determine and reflect a to connect with nature and our natural person’s mood. environment will see the use of vegetal and natural dye inspired colours. These Neutrals can be used to project an air will provide calmness and much- of luxury. needed relief from the bright and sometimes loud digital hues. Off-beat brights can be embraced to include some fun. These two ranges of colours can be used together to create interesting Use, emulate and be inspired by clashing yet appealing combinations. vegetal dyes. More commercial approaches might

33 19-4004 11-0701 14-6305 16-0928 19-0608 Core

19-0622 13-0746

Grey 13-4105 15-4008 13-4303

Swatches Blue Colours of 2021 19-4052 18-4231 16-4725

Red 18-1764 17-1564 19-1656

Yellow 12-0646 13-0746 12-0737

Green 14-0452 15-6123 18-0426 18-6024 19-6311

34 a. b. c. a. b. c.

d. e. f. d. e. Elemental Digital Pop A combination of blues and grey give a cool, a. Pantone16-0928 TCX With a modernist approach to colour, lilac and Post- a. Pantone 18-3418 TCX youthful, sporty feel to an otherwise very retro b. Pantone 16-4725 TCX it yellow come together as hero colours alongside b. Pantone 17-1564 TCX combination of browns and red. c. Pantone 17-1564 TCX tried and tested reds, greens, grey and black. c. Pantone 12-0737 TCX d. Pantone 13-4303 TCX d. Pantone 19-6311 TCX e. Pantone 19-0608 TCX e. Pantone 13-4303 TCX f. Pantone 18-4231 TCX 35 a. b. c. a. b.

d. e. c. d. e. Golden Hour WHY2K Grass green, sky blue and sunshine yellow work a. Pantone 11-0701 TCX Mostly a natural palette consisting of cocoa a. Pantone 17-1564 TCX harmoniously alongside the deeper browns and b. Pantone 18-6024 TCX and camel, this combination is given youthful b. Pantone 19-0608 TCX are lifted by chalky white to create a colour mix c. Pantone 19-4052 TCX exuberance through its stark yet jarring accents of c. Pantone 14-0452 TCX that is both primary and playful, bringing to mind d. Pantone 19-0622 TCX tomato red and slime green. That slime green is d. Pantone 16-0928 TCX Mondrian. e. Pantone 13-0746 TCX particularly important as it elevates an otherwise e. Pantone 19-4004 TCX frequently used combination of colours. 36 a. b. a. b.

also c. d. c. d. Marshlands Oceania Accented by a rich red velvet colour and a beautiful a. Pantone 18-0426 TCX Cool and icy in all its colours, this mix has an a. Pantone 12-0646 TCX classic blue, this is a subdued colour mix that works b. Pantone 19-1656 TCX undeniable high summer appeal. Combining b. Pantone 19-4052 TCX best on matte surfaces. Although, powdery at times, c. Pantone 19-6311 TCX blues and greys together for maximum impact c. Pantone 15-6123 TCX it is still commercial enough to be suited to a variety d. Pantone 19-4052 TCX with hints of yellow or minty green also give it a d. Pantone 14-4008 TCX of ages and genders. minimalist take. 37 Design Brands to Watch

A-Cold-Wall Aer Alyx And Wander Rimowa Sunnei Thisispaper Thule UK USA USA Japan Germany Italy Poland Sweden

Bellroy Evergoods Picture Ramidus Troubadour Goods Patagonia Ucon Acrobatics Want Les Esentials Australia USA France Japan UK USA Germany Canada 38 About Us

SOFT SERVE STUDIO

Soft Serve Studio was founded in 2017 by long-term collaborators Kaine Whiteway, Janis Lacey and John Jaworski. The studio brings together like minded designers, makers and industry professionals under the one roof to provide a world-class resource for businesses to design, develop and manufacture soft goods.

[email protected] softservestudio.com

The 2021 Forecast is presented in partnership with THANK YOU