The spring/summer 2024 showcase was set against an uncertain economic and political backdrop, 4th Annual Keeper Wars National Champions Orlando Florida July 26-28 2024 shirt which may have led many designers to approach their collections with extra consideration. The customer has become more mindful too, further aware of their consumption and the downright privilege that it is to be a consumer right now. Yes, there will always be an appetite to shop, but there is a deliberate attempt to be less ostentatious about it (read: there will be far fewer logos this season). Of the trends, many carried on from previous seasons, not just the last. In addition to what Page observed above, from the palette to the prints down to finer details such as jewellery, big bags and ballet flats, it felt like we’d seen much of it all before, but this time with a renewed appeal. No big leaps were made—which is good in terms of our bank balances and wardrobes—and our editors were able to envision themselves wearing much of what they saw in their daily lives. Let’s hear it for the wide-leg trousers!. The more directional trends we did see were there to spark joy at a time when it felt like it might have been in short supply. There was a celebration of colour throughout, which could have quite easily taken over this entire trend report. Red continues to dominate, with Hermès’ designs acting as a stoic antithesis to the candy-pop looks that lined the Versace, Prada and Eudon Choi runways. There was shimmer but with a shakeup; silhouettes were stronger and the overall sweetness was distilled. Florals, for spring? They’ll never be groundbreaking, but with seismic petal proportions and blooms that jump off the toile they’re delicately attached to, there’s new life to be found in the trend that we assumed we’d seen everything from.

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The collection includes denim, 4th Annual Keeper Wars National Champions Orlando Florida July 26-28 2024 shirt knitwear, hoodies, sweatshirts, shirts, jackets, body warmers, trousers, outerwear, footwear and accessories. There is a range of four heavyweight ‘Big Jumpers’ available in navy, burnt orange, salt & pepper and red, each made from 100% British wool sourced from seven farms in Yorkshire. For lovers of tradition there’s a lighter Guernsey style fisherman jumper in navy or willow green, spun near Bradford using wool from two breeds of sheep in the Yorkshire Dales. A cardigan in 100% superfine lambswool comes in porcupine brown and Derby grey, and has been knitted in Aberdeenshire. Denim is a huge part of the business, it’s all produced at a high quality and is very popular with the HebTroCo customer. The range is made with selvedge denim from the Candiani Mill near Milan, one of the world’s most sustainable denim mills. There are jeans in black and indigo, available in various fits (but never too skinny! Phew) and two jackets in double black and indigo. The jackets and a selection of the jeans are in GOTS approved 100% organic (BCI) cotton, created using a micro-plastics free dye process, solar power and water recycling. For outerwear, the hardiest piece in the collection is a waterproof utility coat, based on an SAS zip-up smock jacket pattern, the outer shell is 50% organic cotton and 50% recycled polyester. Its numerous pockets and practicalities means it serves well on the hill and for tactical trips to the pub in all conditions. Warmer weather pieces include 100% cotton hoodies and zip up hoodies which are made in Manchester. There are two body warmers made with fabric from the Olmetex Mill in Italy and padded with British HD wool; a natural, high performing active insulation that doesn’t rely on plastics and manmade fibres. For summer months, and for layering up, there are t-shirts in yellow, botanical green, grey, black and white. A forest green overshirt is made with luxuriously soft and hard wearing corduroy from the best German mill – the same piece also comes in light sand moleskin. The socks are produced using Scottish Merino wool or cotton, and are all made in Scotland, whilst a range of workwear boots are constructed using processes that go back to the 19th century. One of the biggest selling products has been the woollen tweed blanket cape which can either be used as a blanket, throw or worn poncho style over the head and shoulders. Other eco initiatives include all items being shipped to the Post Office for delivery by electric cargo bike. HebTroCo also donates to Curlew Action; a charity set up to prevent the extinction of curlews, an endangered bird that inhabits the moors around Yorkshire. As Hebden Bridge is prone to flooding, the founders also decided to support a local Natural Flood Management Charity called Slow The Flow. Harnessing the power of personality and humour (HebTroCo has it in bucketloads) is the brand web and social media content, including the Don’t Be A Dick tagline. An element of this sees the founders acting out some of the most obnoxious messages trolls have kindly shared with them over their social channels. This unique sense of self-deprecation and fun is a big part of the success of the brand, the engaging content is something its followers react to in a big way.