Here’s a First Look at Your Next Activewear Staple

Sam Rogers
·2 min read

What do you wear if you don't want the same (read: basic) workout gear as everyone else? It is a simple question that belies a much deeper query about fitness culture’s overriding lack of subculture. So Kisa Shiga and Eli Libman set out to course correct, creating Strawberry Western: a cute, expressive activewear brand with youth culture at its core, and sustainability at its heart.

Ahead of appearing at Hypebeast Flea New York this coming May, Strawberry Western shared a first look at their Spring 2024 campaign and collection with Hypebae – and it is straight out of the mid-2000s, in the best possible way.

Titled "All-American Reject", the campaign is shot by Richie Ramirez Jr. in NYC and evokes Avril Lavigne’s "Sk8er Boi" (which also features in the collection’s playlist, which you can listen to here) and that oh-so-relatable feeling of "being picked last in dodgeball," as Shiga puts it.

Other sources of inspiration for the collection? Cult classic film Kamikaze Girls, scenexcore, skeleton yoga, Lolita Blythe dolls and the 2005 Vans Warped Tour. In short: it is rebellious and fun AF.

"We have a darker, playful take on a striped floral wallpaper pattern which we're contrasting with a black and white mini polka dot," Shiga shares. "Hints of ribbon bow details feature throughout the collection. And we also have a new skort style which we've added pockets to by popular demand." The new sports bra silhouette features thicker straps for better support, too.

As for its sustainability credentials, the collection employs Strawberry Western's signature 73% GRS-certified recycled polyester blend, and moisture-wicking, UPF 50 finish, as per. You can browse through the campaign in full in the gallery above.

 

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As already mentioned, Strawberry Western will be joining the Hypebeast Flea New York lineup, meaning New York-based baes can head to Greenpoint Terminal Warehouse (73 West St, Brooklyn, NY 11222) on May 18 and 19 to cop the collection. Plus, if you look closely at our latest Seasonal Essentials here, you can even spy Strawberry Western’s next drop: a two-part swimwear drop, coming in early May. (Don’t say we don’t treat you!)

Hypebeast Flea New York is free to attend, but you will need to RSVP to secure your spot ASAP. RSVP to Hypebeast Flea New York here.