Words by Daniel Ramsdale
Under the creative direction of Johnny Coca, Mulberry continue to spark a quiet renaissance, with the introduction of their new urban range for men adding fuel to the fire.
The iconic British brand have launched 3 new collections, Zipped, Urban and City, which have all been designed with modern lifestyles and functionality in mind.
The overarching aesthetic is relaxed but athletic, with a focus on everyday practicality, exploring new materials, styles and colours tailored to the needs of the man today- which there are many!
The small leather goods consist of soft pouches with exposed zips hanging from lanyards or snap hooks and studded wallets on metal chains. On the other hand, the bags cover all of the demands of modern life- from every day to weekends away- with Urban belt bags and backpacks, Zipped reporter bags and weekends and updated City iterations of briefcases and messenger bags.
Innovative and lightweight materials add a utilitarian energy to the ranges. The use of mesh, canvas, and nylon give a youthful, dynamic edge with a unisex appeal and are reminiscent of the military inspired aesthetic that continues to play a big part in a man’s wardrobe
A collaboration with HYPEBEAST celebrated the launch of the ranges via both a look book shoot and an interactive digital hub, where shoppers can scroll through the range, browsing eye-catching and interactive edits of the collection.
The partnership very much reflected the direction in which Johnny Coca is looking to take the brand, in appealing to a younger, street-savvy and more urban consumer. With luxury powerhouses generating the majority of their profits from the millennial of today, it’s a direction which Mulberry must continue with to stay relevant and connected.
