Our more eagled eyed readers will recognise the name Medwinds from last year when we profiled the brand and their envious working ethic and environment of Barcelona, certainly beats South East London, just. For Spring 2013 the brand presents a complete collection of wardrobe staples designed with the Med lifestyle in mind. The collection aims to take the wearer from the essential pieces of the week to the comfort but versatile needs of the weekend. Medwinds have designed a range with their happiest memories in mind, summers by the beach, walks along the spanish coast and catching up on long hazy evenings with friends.
For Spring 2013 Medwinds has collaborated with the Japanese Designer Naoto Fuksawa, It’s the first dalliance into fashion for the prestigious Japanese designer, known internationally for his consulting work which focuses on evaluating companies corporate strategies and bring them in line with the mean of sociality and how we define quality of life in order to direct them towards where society is inevitably heading. The company’s social responsibilities are always a key point is Fuksawa’s findings and has resulted in many successful conclusions.
For this project Fukasawa worked with Medwinds, designing a collection of clothing and accessories inspired by the beauty of the Mediterranean, called “On the beach”, not to be confused with the Chris Rea song though.
“I walked slowly along the beach of Barcelona. Because it was wintertime there were not so many people out there but the shoreline, the decks that connect the beach to restaurants together with the line of the shops that gradually merge into the city,made me realise that there can be a series of clothes and shoes representing this transition of the culture based on the landscape. “On the Beach” is an idea that translates beach as a place for gathering, relaxing and for recreation”. Naoto Fukaswa