Being down to earth in Southern California

DOWN TO EARTH

Brief

DOWN TO EARTH in California (DtE) launched a men's basics collection in 2008 that rapidly gained a loyal fan base of men desiring a seamless blend of casual luxe So Cal lifestyle clothing. For their SS15 season, they asked Proper and John Esguerra of Quality Peoples to create a menswear collection with a signature fit, fabric and finish that targeted the US and Japanese markets to celebrate the brand's 'Made In The USA' superior quality.

Approach

Craftsmanship, quality fabric and attention to detail form the foundation of the brand's DNA and it was paramount we designed garments with details that considered and conveyed a premium positioning, with a modern yet timeless design direction. A nautical theme sympathetic to the brand's Southern California heritage became the seasonal inspiration, combined with a colour palette of confident brights and washed out pastels.

Result

The SS15 collection is a sophisticated range of premium quality basics that compliment the brand's existing luxury core styles. The collection utilises mainly jersey and fleece manufactured in the USA and captures the essence of the California lifestyle through a range of relaxed fits, a confident colour palette and bold stripes, with close attention to the finer details, trims and garment finish.

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