URBAN JUNGLE
Discover the Autumn/Winter 2017 collection by Someday Soon
Animal patterns and tropical foliage motifs but also slogans and allover repeat small prints with a urban feel. Classic streetwear colours like black & white and that shade of pale grey, which is immediately associated with sweatshirts, alongside luxurious shades of green, bright hues of blue and warm colours like honey and tobacco.
The clever contraposition of elements of classic jungle iconography with equally classic streetwear references is the key characteristic of ‘Urban Jungle’, the Autumn/Winter 2017 collection by Someday Soon. According to Cathrine Hoilund, co-founder and designer of the Danish boyswear brand, the collection is “city camouflage for kids, to help them explore the vast variety in a concrete jungle”.
The leopard spot print down jacket, the “Someday Soon I will change the world” slogan sweatshirts and T-shirts, the macro tropical zoological and botanical allover printed tops, the faded denims, the cool backpacks, sneakers, baseball hats and other accessories are just some of the key pieces of a very on-trend collection of very cool pieces for very cool kids.
Launched in Denmark by Cathrine and Jacob Hoilund in 2015, Someday Soon is a childrenswear label designed for boys from 2 to 14 years old that, more often than not, is also perfectly suitable for girls in the same age bracket. The successful combination of Nordic design sensibility with the language of streetwear has resulted into the success of the brand, now available in 22 countries across the world, since its inception.
by Peppe Orrù