Veteran outwear brand Blauer USA has launched its new SS21 collection. The message is simple: Smile! As simple as that. The world could use more of it.

Founded in Boston in 1936, Blauer USA got its start producing raincoats, jackets, and sports coats for retailers in the city before moving on to creating high-tech outerwear for the Navy, fire department, and other public services. Today the brand's focus is on lifestyle wear that lasts but is still inspired by its long-standing workwear heritage.

With a sordid and gray winter gone, Blauer celebrates much to look forward to. For the SS21 campaign, photographer James Mollison shot models against vibrant colors that evoke the optimism for spring and summer. The video by Jonathan Emma similarly pops with color, accompanied by the campaign’s very protagonist—smiles!

The collection arrives combining the brand’s heritage in military bombers, workwear, and biker jackets with bold new colors. It exhibits some of the best traits the brand is known for – reliability and timelessness, steeped in some of the most iconic silhouettes of all-American fashion. Padded jackets arrive with Sorona padding (a down alternative to down). The leathers, standouts in the collection, appear with both vintage and raw effects. (If you’re looking for that one leather jacket you’ll wear forever, Blauer USA would be the place to go.) Bomber and rain jackets, like the Barry Bomber Jacket, are smart choices. Shirts evoke a worker-military style, with minimal lines. The Jon Suede Jacket is a particular highlight.

Rounding out the collection is an offering of trousers, lightweight knitwear, and a selection of graphic sweatshirts and T-shirts. And of course, the summer collection wouldn’t be complete without beachwear, which is delivered in camouflage and psychedelic prints.

Check out the new men’s and women’s collections on the Blauer USA website.