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April77 offers up a look into their Spring 2010 collection entitled ‘In Pursuit of Youthful Abandon.’ Here’s the story. “The action takes place in the USA, somewhere between Portland, Seattle and New York. We’re in the late 80’s, classic rock is falling and the alternative music scene is rising: welcome to noise, hardcore, grunge and shoegazing. The fashion has became anti-fashion. Generation X screams its motto “it’s cool to be not cool.” The androgynous and unkempt appearance, minimalist styles and contradictory trends: this is the DNA of Youthful Abandon.” As such pieces include classic open end denim, vintage influenced Americana, such as Native American patterns, cowboy shirts and more. Emphasizing a cruelty-free approach, all pieces are made of natural fabrics.

See the full April77 Spring/Summer 2010 Lookbook after the leap.

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