From crocs to early 2000’s staples, fashion experts from streetwear brand, Criminal Damage, here delve into the top viral style trends of the year so far, exploring why each of the trends became so popular.

Crocs

This classic yet controversial shoe has seen a rebirth in 2021 and experts say this is due to the recent influx of celebrity endorsements. The likes of Justin Bieber and Jaden Smith kick started the revival after being seen repping the iconic footwear across social media, which gathered even more attention when paparazzi snapped each of them donning this standout shoe on the streets.

However, the trend really took off in early May when Nicki Minaj sent fans crazy with her custom pink crocs. Now with luxury brands such as the likes Balenciaga collaborating with Crocs on a bespoke collection, they could well be here to stay!

Loungewear

Whilst loungewear has long been a staple, the style went viral when lockdown hit in 2020, with casual pieces becoming more than just an after-work outfit.

Google data shows searches for loungewear sets increasing by a huge 223% in March last year, and this continued throughout the year, with popularity peaks coinciding with the various national lockdowns.

Monty Aytan, Executive at Criminal Damage says, “Whilst the increased time at-home has certainly been a trigger for embracing loungewear, we’re seeing a surge in demand as people look to incorporate these relaxed looks across different occasions.”

“Versatility is what makes loungewear such a staple trend and as many are looking to dress up post lockdown, small additions such as adding a blazer, accessorizing or donning some heels can create a whole new look for these staple pieces.”

Y2K

The Y2K trend, or ‘Year 2000’s’, has dominated spring/summer 2021 collections and gained huge popularity with Gen Z.

Whilst the reason for this trend going viral isn’t certain, experts believe it could be due to the popular video-sharing platform, Tiktok.

Aytan adds, “Fashion styles come and go and in almost a full circle moment, Gen Z are tapping into the styles that were popular whilst they were growing up in early 2000’s.”

“The Y2K trend skyrocketed last summer when the social media app became popular, with many including bright and bold colours, small bags and skinny sunglasses in haul videos.”

The popularity of reselling apps like Depop and vintage clothing styles within university culture is also believed to have influenced the trend.

Vintage

With the rise of sustainability, buying vintage has once again become extremely popular in 2021. With younger generations seemingly being more mindful and environmentally conscious than those before them, it’s no surprise that recycling and reusing fashion has really taken off.

Again, vintage clothes have also been prevalent across social media, with the trend being tagged over 325 million times on Tiktok alone.

Tie Dye

Whilst we were all ordered to stay at home, and many of us were looking for ways to keep ourselves entertained, tie dye became a go-to activity. A fun way to spend an afternoon, tie dying also offered the opportunity to double up as a way to refresh your wardrobe, with tie dye t-shirts, joggers and other loungewear items proving popular.

“Social media definitely accelerated this trend as users on Tiktok documented the creation of tie dye items. The term saw over 4.7 billion hashtags on the platform, showcasing just how powerful a tool Tiktok has become for driving fashion trends forward.”, says Aytan.

Do you have any of these viral fashion trends in your wardrobe?

While he is following in the footsteps of former footballer Reece Wabara of Maniere De Voir in looking at options outside of sport, Sean doesn’t have the backing of experienced fashion moguls of Gym Shark for guidance. He’s done it all alone and to a very high standard, with noticeable quality in the website and photography for a new startup.

The men’s range for launch consists of performance T-Shirts in 3 colourways (Red, White and Black), and black tracksuit jackets and joggers. It’s understandable he wants to keep the next drop under wraps, but he promises big plans are underfoot.

The women’s range is more standout for me with tops and leggings in 4 stunning colours of mint green, lilac purple, mauve brown and black is more than just eye-catching. We cannot wait to see what comes out next.

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Is Valorous a good brand?

Yes, the brand has some high-quality pieces and gorgeous colourways. I managed to bag myself the peppermint set, so it’s a rare occasion I can first-hand confirm the material and fit is genuinely mint! Made with a Nylon, Polyester and Elastane blend, it gives comfort and stretch.

We are sure initial customer reviews will back this up. It’s also clear from Sean’s vision that the customer focus is there, which speaks volumes about their expected success.

It’s all very impressive work for a new brand, so we are predicting big things and that they will go the distance. As a boxer, Sean is clearly a born winner. We love how he is fighting everyone’s corner for inclusivity too.

Interview with Sean Fennell

So why start a fashion brand?

So the inspiration for starting the brand was born from a mixture of things. First of all, I have been obsessed with sports from a young age. This, combined with my passion for fashion gave me the motivation through the 2020 lockdown when I had a lot of time on my hands to start getting creative and brainstorming some ideas. This is when Valorous was born.

And why call the brand Valorous?

Valorous stands for ‘showing great courage in the face of danger’. To me, the brand is all about motivating others we understand everyone has personal goals and struggles as a brand we’re here to motivate them through both journeys.

Sounds great, what separates you from the other brands out there?

Our aim here at Valorous is to provide high-quality clothing at affordable prices for our customers. We want to help everyone take the next step in fitness and life goals. To push performance inside and outside of the gym.

We strive to be open, inclusive, equal and empowering. We are open to all sizes, religions and cultures. We are all human and equal. We support everyone no matter what, to motivate, inspire and push people to achieve their goals.

We are Valorous

You can find the clothing on their website wearevalorous.com and follow them on Instagram for launch news.

What is Athleisure?

Athleisure is clothing that is designed for exercise but also suitable for everyday wear. It’s more performancewear aimed at Athletes and Gym Goers than your standard tracksuit. The key is in the fabrics, fits and cuts.

The term was first heard in the 1990s, as a combination of athletic and leisure, to bridge the gap between clothing suitable for exercise and also to wear casually. Functional sportswear clothing that looks good, even when layered to a devastating effect.

What is performance wear?

Performance clothing is sportswear garments using high-tech fabrics for moisture management to keep athletes cool and dry.

Usually slim-fitting, these active wear are comfortable and stretchy to reduce resistance when running or exercising. Performance wear has been around for a long time, but branded sportswear was adapted for the youth market and not just for elite athletes.

The difference between athleisure and performance wear is activewear is more designed for elite athlete’s and design is leaning towards the sports aspect. Whereas athleisure is designed with fashionable everyday use in mind.

Valorous is designed with both in mind, with sacrifices on neither.

Yet after a year of wearing loungewear, what will 2021’s most popular fashion pieces be post-lockdown? Streetwear fashion brand Criminal Damage has analysed Instagram data to reveal the most popular clothing pieces on the social platform right now.

The 20 most popular hashtags on Instagram for summer clothing items are:

1. Streetwear         49.1m
2. Hoodie                 14m
3. Jumpsuit             12.2m
4. Kimono                8.2m
5. Blazer                   7.9m
6. Sandals                7.4m
7. Maxi Dress         6.3m
8. Crop Top              6.2m
9. Sweatshirt          5.5m
10. Leather Jacket   3.3m
11. Trainers               2.8m
12. Denim Jacket     2.3m
13. Joggers                 2.1m
14. Crocs                     1.9m
15. Loungewear       1.9m
16. Flip Flops             1.9m
17. Little Black Dress 1.8m
18. Tracksuit              1.6m
19. Graphic Tee       1.3m
20. Skinny Jeans      1.3m

Unsurprisingly, some of the nation’s favourite summer staples appear in the top 20, with sandals, leather and denim jackets, and maxi dresses taking some of the top spots. However, some unusual fashion choices have also found their way into the list. Arguably the most dividing footwear item, Crocs, make an appearance in 14^th place – ahead of long-loved summer staple, flip flops, and with celebs such as Justin Bieber and Nicki Minaj styling the vibrant styling the quirky footwear, there’s certainly a lot of love for the shoes across social media right now.

Some of our lockdown favourites have also made an appearance, with comfier clothing options that many of us have lived in throughout the pandemic, such as sweatshirts, loungewear, and hoodies making their mark firmly in the top 20. In the number one spot, streetwear takes a huge lead, with a massive 35 million more hashtags than the number two spot. This certainly dispels the myth that we’re all moving away from comfort now that we’re post-lockdown; streetwear is certainly set to stay.

Monty Aytan, Executive at Criminal Damage says, “It’s interesting to see streetwear and loungewear pieces taking up many of the top 20 spots. This shows us that Instagram style stars have embraced the lockdown trends of the last year, suggesting we are a nation who have adapted to combining style and comfort as now being of equal importance.”

 The least popular summer pieces tagged on Instagram were also found, with the bottom ten revealed as:

1. Parker Jacket                     1.4k
2. High-waisted Jeans        8k
3. High-waisted Shorts       19.2k
4. Black Sneakers                 45.3k
5. Cargo Shorts                      51.5k
6. Oversized Tee                   67.3k
7. Puffer Jacket                      242.3k
8. White Sneakers                353.7k
9. Oversized Shirt                 388.6k
10. Denim Shorts                     426.4k

The ten least popular items of clothing include some of the nation’s much loved staple pieces from previous years such as high-waisted jeans and black sneakers, showing that perhaps the pandemic has revealed that stretchy materials are more popular post-pandemic, with denim clothing being much more restrictive than our comfy loungewear featuring an elasticated waist!

Editor’s Note: Instagram data correct as of 25/05/2021

If you’ve ever opened up your overly filled wardrobe and thought “I have absolutely nothing to wear”, you’re not alone. You’ll often find that the more options you have, the more confusing it can be to try and put an outfit together. Remember, less is more in so many instances, and a capsule wardrobe follows that notion perfectly.

Simply put, a capsule wardrobe is a trick that fashion pros across the world swear by, and sees you investing in only the essentials. These essentials can then be styled in multiple different ways, stopping you from overbuying items and hopping on the latest trends.

But where do you get started and what pieces should you buy? Should you be ditching certain items or keeping them for a rainy day? Panic not! We’ve pulled together all the essentials you’ll need to start your capsule wardrobe journey.

What should I have in my capsule wardrobe for spring/summer 2021?

Trench coat – a transitional must have in every capsule wardrobe, a trench coat can keep you warm on those cool spring and summer evenings, while still looking effortlessly stylish.

White canvas trainers – perfect for keeping it casual or smartening up an outfit. Pair with some jeans or even your favourite midi or maxi dress as the perfect alternative for block-heeled sandals.

Knee length denim skirt – a classic in every capsule wardrobe, the denim skirt can be dressed up and dressed down. You could even pair it with your white canvas trainers.

Simple women’s tops – we’re talking about the staple plain white, pale pink or black. Women’s tops are an essential for a capsule wardrobe as they can be mixed and matched with a number of different pieces.

White blouses – another staple piece is the white blouse. It’s an item of clothing that will never steer you wrong. Wear it for work during the day or with a pair of jeans when you head for a drink with the girls.

Puff sleeve dresses – a great addition to have for the spring and summer, a puff sleeve dress can be worn with your white canvas trainers for a trip to town or a classy pair of heels for a dinner date.

Cardigan – a great alternative to the trench coat, especially if it’s a little too warm for something thicker. A cardigan is easy to throw over pretty much every outfit!

Ever wondered how those equestrians or the sailors look so dashing while doing their job? Perhaps, Loro Piana is where the answer lies. This delightful Italian fashion brand frequently sponsors yacht sailing and horse racing competitions, with their fans mostly hailing from those high-end communities.

The company was a wool merchant, to begin with, but that now has also extended to the sophisticated fabrics and finest raw materials it makes. A prestigious brand to reckon with for its simplicity and elegance, today, we dive deep into the world of below of the largest cashmere manufacturer.

A Family Business Turned Into a Fashion Icon

Based in the Northern Italian district Trivero, the founding family of the company began their wool business in the early 19th century. Later on, the Loro Piana family moved to Valsesia, but they carried their knowledge of Trivero’s famed textile production with them.

Son Pietro Loro Piana started the company in 1924, and his son Franco Loro Piana started the exporting of fine, high-end fabrics to the rest of the world in 1940. Creating a name for the brand with their fine craftsmanship and Made in Italy traditions.

In true Italian style, Franco’s sons Pier Luigi and Sergio joined in the 70’s and it remained fully family-owned until 2013 when LMVH became the company’s major shareholder, which now operates around 180 stores across different continents. So it’s fair to say Pier Luigi Loro Piana were a big part of the fabric of the company.

Over the years, the design aesthetics of their fine products also have seen some revolutionary changes. Along with the traditional wool, cashmere, and baby cashmere, they now also design clothes with some other natural and technical materials. It’s a true success story, with Loro Piana playing a vital role in making Italy a kingdom of fashionistas along with some other brands like Stone Island.

Effortless Style Crafted in Quality Materials

As mentioned before, the craftsmen at Loro Piana know cashmere and wool-like no other. They also equally well-versed in combining them with other technical materials. At the end of it, the clothing pieces that they craft the fabrics into turn out to be nothing short of a wonderful delight.

They are earthy, yet effortlessly opulent; they are simple, yet impeccably detailed; they are classy, yet incredibly suitable for all modern occasions. Oh! The clothes, shoes, accessories from the company are comfy, warm, and luxurious too. It can’t just get any better, can it?

If you were wondering whether they are suited to your contemporary taste, their defined weight, lines and shapes would certainly appeal to your cosmopolitan persona. With a clothing range that encompasses everything from t-shirts to long dresses, you can even build an entire lifestyle around it. The different options of scarves, gloves, jumpers, and shoes also help its cause to be your all-occasion comforter brand.

Loro Piana also seems to understand the value of sustainability and preservation. So, despite roaming around the remotest areas to source the finest wools, they also put a lot of effort into sustaining nature’s gifts by preserving its biodiversity. The fashion label are proving that using luxury fabric can still be ethical and maintain the same standards carried by the brand for centuries.

What is Loro Piana famous for?

For six generations Loro Piana have ethically sourced rare raw materials from across the globe to make exceptional luxury clothing. This devotion to the end product quality sees exclusive fibres which maintaining an honourable commitment to the conservation of the animals used.

Where to buy Loro Piana clothing

The fashion label is available in high-end stores like Harrods and has a flagship store in the Dubai Mall showcasing Merino wool to the Middle Eastern market.

Website | Wholesale

Who is Zanouchi?

Zanouchi is a new luxury urban wear brand, already standing out of the crowd with its loud and lavish design and high-end luxurious clothing.

The brand is from Bolton, close to the Manchester mecca of UK streetwear, and it seems designer and CEO Zano has his finger firmly on the pulse to produce high-quality design and product, all at a competitive price point. They are also gaining plaudits for their modern website shop experience, including a chat function.

Where does the name come from and how do you pronounce it?

Zanouchi is pronounced Zan-oo-chi and comes from the word Zano, which means Gift from God.

The Zanouchi Logo

The Zanouchi logo is the Z, which looks great on caps and as a chest logo.

They also have a script logo of the brand name which is used in a variety of patterns and scripts, giving great variation to the designs to ensure you stand out from the crowd.

Zanouchi Clothing

As you would expect from a luxury lifestyle brand, there is a good depth of product styles. The range includes mens, womens, unisex kids and accessories, and the brand use high-quality cotton for that luxurious feel.

The menswear collection is the focal point, with T-Shirts, Sweatshirts & Hoodies, Joggers, Shorts, Footwear (sliders) and Accessories (caps and earbuds).

The statement pieces are the Spring/Summer 2021 City Collection; New York, London, Venice, San Franciso, Monaco, Milan, Paris, Boston, Los Angeles, and Dubai.

The women’s range currently comprises 4 styles of crew neck sweatshirts.

The Kids range is 3 styles of T-shirt.

What is there to come?

Where to buy Zanouchi Clothing

Who models Zanouchi

The founder of the company, Shaun Stüssy, reinforced the influence Stüssy has had over the years, being asked to collaborate with iconic fashion house Dior. No stranger to luxury fashion, this was the second year in a row that the two brands have come together, this time celebrating Chinese New Year with a themed capsule collection including hand-drawn graphics in that classic Stüssy hand-style.

Stüssy’s spring 2021 collection is awash with graphic t-shirts and a cut and sew line, including seasonal layering jackets and relaxed fitted trousers for the transition into warmer weather which still keeps that classic streetwear feel.

Stüssy clothing is iconic, timeless, and a mainstay within our collection due to its unfaltering quality and on-point look and feel.

The Stüssy Spring ‘21 Collection is out now.

The History of Stüssy

The founder Shawn Stüssy customised surfboards on Laguna Beach, California in the early 1980’s. and as a side hustle, he screen-printed his graffiti-influenced signature onto t-shirts, hoodies, Shorts and caps which he sold at Laguna Beach to the surfers.

The clothing range’s chilled California lifestyle vibe proved popular and was adopted by both the skateboard and hip-hop subcultures which opened room for expansion. So with his friend Frank Sinatra Jr (no, not that one), Shawn set up small showrooms in California and beyond to New York.

In the 80’s the fashion brand resonated worldwide to Tokyo, Berlin, Los Angeles and London. The International Stüssy Tribe were brand ambassadors who pushed the brand into Streetwear folklore. While many consider the fashion label to be a skate brand, it was only adopted as one.

In 1996 Shawn Stüssy resigned as president and sold his shares to his partner Frank Sinatra, and his son David runs the company today.

Collaborations

Stüssy are famed for their fashion brand collabs, which are too numerous to list in full. They include Marvel, Nike 1017 Alyx 9SM (Matthew M. Williams), Loro Piana, A Tribe Called Quest, A Bathing Ape (BAPE), Been Trill, Carhartt WIP, Comme des Garçons, Converse, Dickies, Dior, Dr. Martens, Fragment Design, Futura, G-Shock, Sorayama, Kiko Kostadinov,  Levi’s, Mastermind Japan, Neighborhood, New Balance, No Vacancy Inn, Our Legacy, Parra, Rick Owens, Stussy Sophnet, Supreme, Takahiro Miyashita TheSoloist, Undefeated, Vans, Virgil Abloh, Moon Eyes, Birkenstock, Clarks, Lowe Alpine and Boris Tellegan (Delta).

Puffer coats have become the larger than life, must-have piece for many. If you’re a fan yourself, then the partnership between The North Face and Gucci won’t let you down. Infused with a ‘70s style design and blended perfectly with The North Face’s performance-driven and practical features, you’ll look stylish and be cosy wherever you go.

Womenswear: Louis Vuitton x Urs Fischer

For some class and style with a big pop of colour, look no further than this exciting collaboration. The Swiss artist has returned for a second partnership with Louis Vuitton, and you won’t be disappointed. Featuring sportswear, shoes, small leather goods and several special-edition bags, Fischer’s new hand-drawn design will ensure you’re seen from miles around. We predict this will be a highlight of 2021 fashion trends.

Streetwear: Levi’s x BAPE

Hailed to be the ultimate streetwear collaborations, this is the third instalment of this epic partnership. The global launch saw Levi’s Type III Split Trucker jacket in a multitude of colourways, ensuring that you’d well and truly stand out from the crowd. With patchwork western shirts, monogrammed cotton t-shirts and accessories galore, the new drop is definitely one to watch.

Menswear: H&M x Simone Rocha

Bringing the Irish designer on board is set to shake up H&M’s 2021 collections. This partnership is the first time Simone has ventured into menswear, and it’s set to be epic. Although the collection and designs have been kept heavily under wraps, it sees Rocha pay homage to Tudor courtiers and comes with a big dose of tartan, beading and florals. Created from bespoke fabrications, developed in-house for ultimate exclusivity, it’s a must-have collection for any fashion-conscious gent. It’s our one to watch of the brand collaborations 2021.

Athleisure-luxe: Nasty Gal x Sports Illustrated

You read that right, rumour has it of a collab between Nasty Gal and Sports Illustrated. We hope this is true!

Vegan: Paio x Gabriella Demetriades

Vegan footwear brand Paio have always been one to get their designs just right. In their latest collaboration with designer Gabriella Demetriades, they’ve given themselves a huge on-trend update thanks to her keen creative eye. Think print thong sandals, candy-coloured sculpted heels and cushion-soft lilac flats, all perfect for welcoming the spring and summer months.

Honourable mentions for other fashion collabs in 2021 go to Hype x Lego Ninjago and Hype x E.T. And there are rumours of a Leo Messi x Sik Silk collab that will take streetwear to the next level.

What is a Fashion Collaboration?

This is when a high street brand collaborates with luxury fashion designers to maximise exposure and hype through their mutual networks and making the product more affordable for the average consumer. Much like a Venn diagram, there will be an overlap of fans of both brands, but there will be an increased cross over of new customers.

Fashion Collabs tend to have great commercial success when done correctly. Stussy is a great example of a brand more known for its collaborations than everything else.

A comparison would be in music where the likes of Ed Sheeran has worked with a host of major stars to top the charts, gaining new fans from the singles.

Collaborations are important in fashion as they are an ideal way to gain new customers, but importantly deliver a capsule collection that is fresh and different to the normal designs. With limited editions and quantities, they sell out fast which drives the hype. The key to any brand success is new reach, audiences and improved image.

Fashion brand collaborations are most successful when there is enough of a link between the two brands with a high-low cobranding balance, where high-end labels can sell their luxury label at an affordable price.