By now everyone and their grandma knows what a 'Drop' is. We've previously done a mini-history of the drop in a streetwear context. Generally people instinctively associate the Drop with an otaku manner of consumption. Camping in queues for trainers and the like. But in recent
I recently returned from a trip to Korea. Honestly, for anyone in retail in 2024, Seoul is the ultimate place to go. The retail scene is the best in the world. The consideration for product and how it's merchandised is next level. Fashionably dressed people are everywhere you
The zeitgeist seems to be buzzing around youth and girlishness. Not in an 'anti-ageing serum' way, more in a 'let's toy with sophistication like teenagers do' type of way. TL:DR the topic and aesthetics of 'coming-of-age' are highly relevant for people
Luxury is embracing off the beaten path cities. We look at a few examples in second tier Centres of Gravity By now, everyone one and their nan knows that localising your offer to markets can help build relevance. BUT many are not recognising the strategic opportunity that lies in second
If you were to try and nail a succinct version of the modern hero/heroine’s story, it would probably go a little like this: Eager to pursue their dreams of fame and fortune, a young, ambitious and probably slightly foolish individual leaves their hometown and sets their sights on
Applying Stewart Brand's pace layers to modern fashion Lately, we’ve been thinking about fashion and how quickly trends are changing. The easily mocked TikTok xyz-core trends seem unsustainably quick. Yet the whole ‘quiet luxury’ thing seems like a very TikTok response to TikTok trends. High-street brands copy
The mall is somewhere you either love or you hate. It provokes an instinctive reaction in most people. Some can't abide it. Some could spend every waking moment there. For most of us at SKEWED, we'd previously been on the hater side of that fence, and
This edition is co-produced with TONG, friends of ours who provided some incredible research that forms the backbone of this newsletter. If you've wandered around Central London lately, you'll likely have encountered queues of teenagers and students waiting patiently for bubble tea. There's a
Skateboarding manages to straddle countercultural credibility, fashion appeal and the mainstream Olympic Games circus. Pros can find themselves on Paris catwalks, Odd Future music videos, the new Gossip Girl series yet can also star in commercials for toothpaste brands. Climbing also manages to hit countercultural appeal and Olympic Games but
A newsletter from SKEWED. Thoughts from us, alongside things that we see, like or find interesting in the context of retail and marketing. We hope you enjoy reading.
