Pas de Mer has a keen eye for creating graphics that are both nonsensically whimsical and biting satire too clever for its own good. The brand’s last collection played on the textual language of gritty urban signs, with sweatshirts and hoodies emblazoned with text like “open 24 hours” and “trade cash for gold.” For its new SS17 collection, the brand has turned its sights towards a slightly more refined environment: the exclusive, luxurious world of the country club.
But never one to think inside the box, Pas de Mer have supplanted the world of the country club into a rocky island purgatory, evoking the surreal landscape of the Italian cinema classic L’Avventura. Which means that there are moody seascape shots and highly ironic golf course shots in equal amounts.
Keeping in line with the country club locale of the lookbook shoot, the graphics for this season’s collection are an homage to the illustrious world of the private relaxation area. A particularly eye-catching graphic features a man smoking with a face mask and cucumbers on his eye, accompanied with the text of “Heartbreakers Resort & Spa.”
This and other amusing imagery is printed across a wide swath of T-shirts, long-sleeve shirts and crisp jackets, with a particular standout arriving in the form of a matching striped soccer shirt and shorts combo.
Look out for Pas de Mer’s SS17 collection to appear on the brand’s online store.
For the latest in SS17 wear, check out the politically charged new collection from Willy Chavarria.