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Fresh from taking home the gold spot in 2016’s edition of our Crowns awards for The Best Under the Radar Brand, Seattle-based The Incorporated are back with an impressive new collection. Their latest FW17 lookbook, lensed by Léa Godoy and styled by Camille McGinnis, premieres exclusively on Highsnobiety.

The Incorporated take on an anthropological-inspired approach to fashion this season, by investigating the strange internet phenomenon known as Type Beat Syndrome.

Type Beat is obscenely popular amongst self-starting YouTube music producers and bedroom DJs, who use a popular artist’s name followed by the phrase “Type Beat” when posting their music (e.g. Travis $cott Type Beat), in order to align their sound on par with more established and popular artists and gain plenty of clicks and views.

It’s a cultural trend that mirrors the increasing homogeneity amongst all kinds of creative practices, and the clone-like aspiration of our generation. The Incorporated challenge sluggish creativity with a robust collection that champions a DIY ethic and originality in its rawest and most unapologetic form.

With plenty of off-kilter sportswear, hand-painted denim and plush prints in oversized silhouettes, it looks like a yet another solid re-imagination of contemporary streetwear from one of the most exciting new brands out there.

Check out the full list of Highsnobiety Crowns winners.

Words by Kam Dhillon