Jakub Destroy Birthday Shirt

Product Description

Grey hoodies layered Jakub Destroy Birthday Shirt under the pastel tweed suits, a catwalk on top of an apartment building with concrete benches instead of gilt chairs, looking out over the rooftops of Marseille, France’s less manicured second city. Chanel has – in fashion speak – a New Look. In the parlance of 2024, it is in its gritty era. “If Marseille is unexpected, that’s good. We don’t want to be stuck. We need to take risks if we want to show that Chanel is for everyone,” said Bruno Pavlovsky, Chanel’s president of fashion, before the brand’s first ever show in the city. “If we were just for the happy few in the Rue Cambon [in Paris], then that would be the beginning of the end.” To be relevant and modern now means engaging with diversity and real life – even for a billion-dollar luxury brand. Coming on the heels of shows in Manchester last year and in Dakar, Senegal, in 2022, the choice of Marseille to showcase this summer’s cruise collection reflects a new strategy at Chanel. “We don’t always want to talk about the history of Chanel – we want to be about the future. Fashion is an outlook, and it is for everyone,” Pavlovsky said.

Jakub Destroy Birthday Shirt, hoodie, sweater, longsleeve and ladies t-shirt

Unisex tshirt

Women’s tshirt

Longsleeve tshirt

Sweaters

Hoodies

It’s a style that’s Jakub Destroy Birthday Shirt American as apple pie – so why is it making a comeback the world over? The varsity jacket is “an odd bird in the world in fashion” for the way it has stayed so present in style trends over the past century even as it’s “retained its original meaning,” says Deirdre Clemente, historian and curator of 20th-century American material culture at the University of Nevada, Las Vegas. The story of the varsity jacket is, she says, inherently a story about technology. The garment has its origins in the “letterman” sweater – a knitted jumper featuring an initial taken from a school that was made with new kinds of knitting machines that could make items very fast. Originally only given to elite sportsmen at Ivy League colleges in the late-1800s and early-1900s, “it really began as an elite marker of sportsmanship,” Clemente says. By the 1940s, the jacket had replaced the sweater and it began to crop up on high-school campuses. By the 50s and 60s, new manufacturing technology meant that a variety of business could produce varsity jackets; high-street fashion brands realised that “we can just make these things, they don’t have to have any cultural meanings,” says Clemente. By the 60s and 70s, the letterman had “become a retro fashion statement”, and, in the 80s, alongside the rise of sportswear, companies began to make jackets that alluded to varsity style but featured random images and patches. “Starting about mid-century, as individualism in fashion comes to the fore, people started to use the jacket ironically,” says Clemente. “[People would] wear it with dirty jeans – it wasn’t part of distinguishing who you are as an extra special athlete, it was more a way of distinguishing a style.”